WNBA star Maya Moore recreates Michael Jordan's classic "Wings" poster from 1989--which graced thousands of bedrooms in the '80s and '90s--as the brand updates it for a new era in a TV ad and outdoor campaign.
The 60-second black and white spot, directed by Nabil via Reset, shows Moore recreating Jordan's almost Christ-like pose while revisiting her career highlights, including childhood footage obtained from her mother.
It's set to Nina Simone's "Feeling Good," remade by Amber Mark, and in the final seconds of the film, you hear the words of Michael Jordan himself, reworking the quote: "No bird soars too high if she soars with her own wings," a line edited from the original poster and originally taken from William Blake. The spot launched Sunday night. during the WNBA opening game as Moore received her fourth WNBA Title Ring.
It's accompanied by OOH showing Moore on the new poster, running in NY, LA and outside of the newly renovated Target Center in Minnesota.
In the age of female empowerment, it seems like a smart move for the brand.