LOS ANGELES Nike's Team Jordan sportswear brand has added Carmelo Anthony to its roster of "Jumpman" endorsers, the company said.
"Handpicked" by the brand's namesake, Michael Jordan, according to Nike in Beaverton, Ore., Anthony was a 2003 Denver Nuggets draft pick after contributing to Syracuse University's first NCAA men's basketball title as a 19-year-old freshman. He will be featured in print and television ads, simultaneously, starting in October, according to Nike. Media plans for print include sports, music and lifestyle publications.
Nike said the campaign will be handled at Wieden + Kennedy's New York office by co-creative directors Ty Montague and Todd Waterbury, associate creative director Charles Hall and art director Adrian Hilton. The agency could not be reached immediately for comment.
The product line will be unveiled as advertising breaks, said Dinusha Gooneratne, marketing coordinator of the Jordan division. But she added that Anthony would "definitely be wearing Jordan footwear as well as apparel and donning the Jumpman logo." She said the campaign would encompass three different executions involving Anthony and may also include Eddie George and Michael Jordan himself.
The NBA rookie, who has been impressive in summer-league play for the Nuggets, said in a statement that he wants to "learn a lot from the brand" and that he looks forward to being a part of its future.