If you’re sufficiently old to have worn Air Jordans after they first debuted, you’ll almost certainly keep in mind the model’s “Genie” advert from 1991, starring Spike Lee as Mars Blackmon.
The business confirmed the character stumbling throughout a magic lamp, rubbing it, and prompting Little Richard emerge in a cloud of smoke to grant him a single want.
Now, throughout the Grammys on Feb 1., Jordan Brand is bringing the genie again for Gen Z in a two-minute movie referred to as “Generational Greatness,” developed by Wieden+Kennedy. This time, she’s performed by Reno 911! actor Niecy Nash-Betts, who pops out of a Nike Air Jordan 6 Infrared to supply Ironheart star Regan Aliyah one shot at magic.
The business opens with Aliyah sitting on a stoop, earlier than a person on a motorcycle runs over her new Air Jordan 6 Infrared Salesman footwear. She rubs them in annoyance, and Nash-Betts immediately seems asking, “What do you want?”
As she tries to resolve, Nash-Betts reveals Aliyah some attainable wish-list situations that includes highly effective girls which have modified the sport, resembling Oscar nominee Teyana Taylor, basketball ahead Napheesa Collier, choreographer Bada Lee, and rapper Awich.
Back on the stoop, having thought of her choices, Aliyah tells Nash-Betts she needs “all of it.”
“Girl, that’s something we can work with,” replies Nash-Betts, clicking her fingers and making a model new pair of Air Jordans seem out of skinny air. The advert ends on Jordan’s “All or Nothing” tagline.
“Generational Greatness” will run globally on social and different platforms, with the ladies featured starring in additional locally-focused campaigns in markets together with Europe and Greater China.
A ‘generational run’
The push follows the Nike-owned Jordan Brand’s 2025 fortieth anniversary, and comes within the midst of a “brand reset” led by chief advertising and marketing officer (CMO) Caitlin Sargent, designed to get the Jumpman on Gen Z’s toes and interact present followers.
“Our consumer is telling us we’re on a ‘generational run,’” Sargent instructed ADWEEK. “They’ve noticed a difference in our storytelling.”
In Nike’s 2025 fiscal 12 months, the Jordan Brand generated $7.27 billion in income for the group, representing a 12% lower from the earlier 12 months. But because the begin of 2025, the model’s engagement charge has tripled, Sargent revealed.
“There’s a groundswell of momentum that Jordan is experiencing,” she added. “We’re highly competitive, and want to keep pushing. The team is totally behind this and working as one.”