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Nike’s newest campaign for the Jordan brand portrays the uplifting story of an aspiring female baller. The spot, produced by Object + Animal and directed by Karim Huu Do for London-based creative studio Uncommon, debuted during the 2023 NBA All-Star Weekend and is running as a 60 second version on TV (above), as well as the long form film airing online (below).
The campaign, titled “Beyond,” comes as Nike is attempting to take its brand “beyond” Michael Jordan and into a new era. It shows a young woman on court as her mom looks on, with scenes flashing back to her childhood. We see her learning to swim, practising on a snowy driveway with her father, intently watching female players on TV and going through the hard grind of training sessions, before finally finding success. The spot and long form film are set to an emotive cover of Les Fleurs by Minnie Riperton, sung by Kaelynn Hayes and arranged by Teyana Taylor.
“Beyond” (long form film) – Nike Jordan | directed by Karim Huu Do