The iconic Jordan brand has created a series of documentary-style films to celebrate the brand’s 25th anniversary in China.
Created by Wieden+Kennedy Shanghai, the ‘Different Courts, Same Drive’ campaign aims to celebrate the brand’s spirit through a series of stories about the famous faces who share Michael Jordan’s insatiable hunger for greatness.
The films feature Chinese comedian Tong Monan, who plays the Jordan brand “Air Historian”, “a genius sneaker-head dedicated to philosophizing over greatness and Jordan’s rich history”.
The six films cover a range of stories from basketball to street dance, skateboarding, hip hop, and fashion and use deeply rooted Chinese metaphors, fables, and idioms to support the Air Historian’s stories.
The aim is to inspire fans to find their own JORDAN spirit and aim higher no matter what court they play on.
Nick Partyka, associate creative director at W+K Shanghai, said, “We wanted to create a larger-than-life, charming, walking/talking JORDAN encyclopedia. Since that person obviously doesn’t exist, we invented him. This dude can convince you how a little sparrow is related to two-time CBL champion Guo Ailun or why bean sprouts are the perfect metaphor for Jony J’s meteoric rap career.”
The campaign is supported by an interactive digital museum, which was developed for the anniversary. The films are running online and across social media.