Michael Jordan targets Lost Asylum with new ads for $5.2 billion revenue brand

A few months ago, Michael Jordan kicked off his “Beyond” campaign for Jordan Brand. To keep the love for basketball burning in people’s hearts, Jordan Brand returns to Paris, the mecca of Chicago Bulls legends. After surpassing $5 billion in revenue in 2022, the organization decided to invest more. Jordan Brand teamed up with Uncommon Creative Studio to make this dream come true. They’re also partnering with the next generation of Jordan athletes to further enhance the campaign with their latest ad.

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Jordan Brand invited local street basketball players from Paris and brought them together on a recently built basketball court inside an abandoned bank. Uncommon Creative Studio posted the video titled “Dream” on social media with the caption:We created a one-of-a-kind event for @jumpman23’s Beyond – inviting local Parisian street basketball players to an abandoned bank in Paris that was redesigned to look like a basketball court, alongside some of Jordan’s most iconic ambassadors play“.


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Grammy Award-winning poet J. Ivy narrates the video, with music provided by five-time Grammy Award winner Robert Glasper. The aspiring basketball players are joined in the video by NBA superstars such as Luka Doncic, Jayson Tatum and Zion Williamson. Michael Jordan, wearing a gray suit, pulled up to the refurbished court as the young All-Stars shot hoops with local basketball players. This is certainly not an unusual sight for Parisian locals.

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Paris is Michael Jordan’s refuge


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Although the purpose of this event is to further promote the Jordan brand, his magnanimity In the process of building a reputation and money, he may lose the place he loves. When Michael Jordan was an NBA star, I thought of Paris as a place to escape from the world.

This was before he won the 1992 Olympics.in book “Playing for Eternity: Michael Jordan and the World He Created” David Halberstam wrote: ““Michael Jordan considered France a refuge, a place where he could vacation and escape the burden of fame.”

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However, his meteoric rise in fame since then meant that he had no freedom even in Paris. Jordan became one of the greatest celebrities in the world, and there was no place he could go quietly without being mobbed by fans.

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