Move over, Wicked and Hamilton. There’s a new, unexpected, musical in town: “Too Easy,” from Jordan Brand.
The Nike brand’s two-and-a-half-minute Broadway-worthy ensemble, developed by Wieden+Kennedy, debuts one week after the launch of its hotly anticipated Air Jordan 40 in ‘The Classic’ colorway.
The ad transforms the basketball court into a musical set, featuring a reimagined version of “It’s the Hard-Knock Life” from the classic musical Annie (“Instead of shootin’. We got benched. Empty stats we won’t—Play again! It’s the hard-knock life!”).
The spot stars NBA and WNBA stars including Bam Adebayo, Trae Young, Chris Paul, Paolo Banchero, Jayson Tatum, Luka Doncic, Napheesa Collier, Dominique Malonga, Gabby Williams, Jared McCain, and Kiki Rice.
Set to the rhythmic beat of dribbles, squeaking soles, and bouncing balls, the film explores how Jordan athletes make the extraordinary look effortless. Or “Too Easy.”
Each player lends their own flair with their movements flowing in perfect sync, as if they’re part of a choreographed routine. WNBA stars, including Collier, command their own solos, underscoring the sneaker giant’s commitment to celebrating the full spectrum of the game.
Naturally, the sleek ad shows Jordan Brand’s Air Jordan 40 as “a barrier-breaking silhouette created for the next generation of greats” in action on the court.
2025 marks 40 years since Michael Jordan donned his signature Air Jordan sneakers. Throughout the year, the brand has marked the 1985 anniversary through its “40 Years of Greatness” campaign.
The push kicked off ahead of the Grammys with “You Can’t Ban Greatness,” a cinematic nod to when Jordan was fined by the NBA for wearing his namesake shoes during play.