Michael and Jordan Brand’s New Crew Stars

We gather in Paris to watch “The World’s Greatest Pickup Race.” Stars came out first with their shoes, representing the Jordan Fam. The pitches are epic, but the action…well, the game remains the same, which is part of what makes it so great.

Jordan began his career in the 1980s and not only changed the game of basketball, but also street style. The urban elements of luxury goods, from the boom of collectors’ items to the decline of normalcy, all owe him a debt. His dunks, like Nike’s Swoosh dunks, gained global recognition. Seeing the new kids copy the style emphasizes its widespread impact on culture.

At the end of the ad, Jordan rolled up in a white suit, looking like a god. Photos and hugs followed. We switch from HD clear to old school grainy. It’s pure fan service, reinforcing the brand with the passing of the baton (or rather, ball). We wish MJ’s “retirement” in the 1990s goes smoothly.

credit

Event name: Beyond
Brand: Jordan Brand
Creative Studio: Extraordinary Creative Studio
Production Company: Birth
CCO: Hugo Legrand Nathan
EP: Hugo Besson
British Birth MD: Kate Elson
Producer: Carl Cohen
Director: Infinite World
Photographer: Campbell Addy
Director of Photography: Matthias Bucard
Steadicam Operator: Aymeric Collas
Roller Skating/Film Operator: Myron Mance
Action Director: Abdourahman Njie
Set design: Gwendal Bescond
Stylist: Mobolaji Dawodu/Damise Savidan
Publisher: Extraordinary Creative Studio
Grade:ETC
Sound: 750MPH
Retoucher: Digital Touch
Bts Direct: Valentin Becouze, Theo Le Sourd, Jaqueline De Grother, Lucas Werner, Laetitia Ramamonjisoa
Bts Photographer: Ojoz
Soundtrack: Mathé Altéry, “Mes Joies Quotidiennes” (My Favorite Things)