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Nov 21, 2009
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Home / Advertising and PIB / Case Studies / Jordan XX

Jordan XX

Agency: Wieden+Kennedy
Budget Range: $5-10MM
Percentage of Print in the Media Mix: Under 10%
Unit Size: Spead
Other Media:
Media Mix: Case studies for new product launches

Objective:

Jordan Brand wanted to generate excitement around the launch of the Jordan XX shoe by exercising the iconic power of Michael Jordan.

Target Audience:

Men, 12-to-24 years old

How Magazines Were Used:

Magazines were used to show the connection between Michael Jordan the man and the product.  Each icon in the collage represents a part of Michael Jordan's history. 

Results:

This campaign had success written all over it—the Jordan XX experienced 70% sell-through in its first week.

Industry Awards:

Other Recognition:

Comments:

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