A year later, the Air Jordan 1 hit the hardwood—and the streets—and sneaker culture was never the same again.
Now, forty years on, Jordan Brand isn’t just celebrating a legacy. It’s rewriting its future.
With a bold tagline, “Too Easy,” Jordan Brand’s AJ40 campaign is the centrepiece of a powerful anniversary effort titled “40 Years of Greatness.”
But this isn’t just a trip down memory lane, it’s a declaration of intent.
“Jordan Brand is a feeling,” says CMO Caitlin Sargent.
“It’s not about just selling shoes, it’s about selling hope.”
A Musical, A Movement
The campaign’s latest spot, crafted by Wieden+Kennedy, is nothing short of a basketball musical.
Featuring Jordan athletes like Bam Adebayo, Paolo Banchero, and Gabby Williams, the ad morphs a fierce pickup game into a tongue-in-cheek Broadway number—complete with a remix of “It’s the Hard Knock Life.”
It’s fun. It’s bold. It’s Gen Z gold.
And at the heart of it is the Air Jordan 40.
A silhouette that fuses heritage with next-gen performance.
A shoe designed for youth athletes, but steeped in legend.
From Transaction to Emotion
Behind the scenes, the brand has been undergoing its own transformation.
After years of market softness, Nike’s broader strategy is shifting.
Under the new “Sport Offense” playbook, lifestyle marketing is giving way to performance-led storytelling.
For Jordan Brand, that meant recalibrating from “transactional to emotive.”
“What was important was to not only honour the past, but also acknowledge the present and speak to our consumer today,” Sargent explains.
Cue immersive activations, nostalgic product drops, and “edutainment” content that teaches history while entertaining.
The result is a brand that remembers where it came from—and knows exactly where it’s heading.
Building the Next Generation
The brand isn’t just banking on NBA stars anymore.
It’s betting big on rising talent—starting at high school.
Through its global The One tournament, Jordan Brand has brought together elite teen hoopers from 20 cities.
Winners not only claim bragging rights—they become ambassadors.
“What we’re hearing from youth athletes is that [the AJ40] is the shoe they want to wear when they step on court,” says Sargent.
It’s a powerful nod to Jordan Brand’s cross-generational appeal.
A symbol of effort. Of dreams. Of greatness earned, not gifted.
Expanding Its Universe
The ambition, however, stretches well beyond basketball.
With eyes on American football, global football, and even golf, Jordan Brand is set to break new ground.
“We’re delivering new dimension for the brand and welcoming new consumers,” promises Sargent.
The upcoming re-release of the Air Jordan 1 “Shattered Backboard” (August 23) is a crowd-pleaser for diehards.
But it’s the brand’s newer moves—like the musical ad format, youth-led tournaments, and multidimensional storytelling—that signal what’s next.
A New Era Takes Flight
According to Statista, 46% of Gen Z consumers already have an affinity for Jordan Brand, and 34% own a pair.
The brand’s challenge is to build on that loyalty, and evolve beyond it.
Because in 2025, it’s not just about iconic footwear.
It’s about making greatness feel attainable for every athlete, every kid, every dreamer who steps onto a court, a pitch, or a stage.
As Jordan Brand turns 40, it’s doing what all great brands do.
