The campaign comes in phases. The first part is a letter from Jordan himself in the summer issue of Slam, the streetball magazine, that declares, "There's work to be done." Wildpostings that feature the same copy, show bare rims and introduce the double meaning of the line. In early July, street teams put colored nets up in hundreds of courts in New York, Los Angeles, Chicago and Atlanta, along with illustrated postings that introduce spokesplayers and the design of the shoe. Street teams will continually replace the nets when they are taken down. "It's a gesture on the part of the brand to give back to the essence of what the game means and the pleasure of playing on courts in the summer," Waterbury says. Nets will also be packaged in color-coordinated boxes, available in stores where the shoe is sold. "Ultimately, the attention is drawn to the shoe," says Proudfoot, "but we wanted the right context. This brand is showing respect and showing up in a way that does something."
Client: Nike Agency: Wieden + Kennedy/N.Y. CDs: Todd Waterbury, Kevin Proudfoot AD: Stuart Jennings CW: Greg Kalleres Illustrator: Urs Althaus/Hausgrafik Shoe Photographer: Timothy Hogan (Net-less Rims) Photographer: Lisa Kereszi Art Buyer: Michelle Chant