As a legacy brand, how do you foster a community that spans the entire world and bridge the gap between young athletes and Jordan enthusiasts who never even got to see Michael Jordan play? 

We decided to tackle that question by holding up a mirror to the global basketball community—so they could see themselves being represented across a generational timeline, and at every level of gameplay.

This multi-chapter, omni-channel celebration of the global Jumpman community shaped up as a brand voice campaign about the power of community, serving as a reminder that sport and the culture of basketball has the power to connect anyone with a love for the game — from pro ball, to little league, to an auntie cooking their nephew in the driveway. 

The suite of inaugural spots introducing AJ XXXIV featured Zion Williamson, Rui Hachimura, Kia Nurse, Asia Durr, Jayson Tatum, and other pro basketball members of the Jumpman family.