Women maintain courtroom
For a long time, Jordan has constructed its legacy as a male-focused basketball and sneaker tradition icon, rooted in its founder’s NBA dominance and attraction amongst males in sport and followers. But, because it enters a brand new period, it’s been deliberately broadening that viewers.
At the beginning of 2025, Jordan tapped Jalen Hurts, Travis Scott, Los Angeles Lakers participant Luka Dončić, Teyana Taylor, and extra to entrance its “Unbannable” marketing campaign, a nod to Michael Jordan being fined for carrying Air Jordan 1s throughout an NBA recreation 40 years in the past.
More lately, it launched a two-and-a-half-minute Broadway-worthy ensemble, that includes NBA and WNBA stars together with Bam Adebayo, Trae Young, Chris Paul, Paolo Banchero, Jayson Tatum, Luka Dončić, Napheesa Collier, Dominique Malonga, Gabby Williams, Jared McCain, and Kiki Rice.
With its newest advert squared firmly in direction of girls, Jordan is taking a web page from sister model Nike’s playbook. Sargent mentioned Aliyah represents the formidable prospects Jordan serves. Along with the hero shoe, the broader marketing campaign additionally options the Heir Series 2, a brand new silhouette impressed by girls in basketball.
“The Air Jordan 6 is the shoe that won Michael his first championship before he went on to the run of six,” mentioned Sargent. “It represents breaking a glass ceiling and going on to achieve the unexpected. That’s why it was important for us to make this campaign about women, showing how they’re leading and breaking into new territories.”