An aspiring female baller reflects on her rise in Uncommon's debut work for Nike's Jordan Brand

Uplifting spot debuted on TV during the 2023 NBA All-Star Weekend

Published On
Feb 23, 2023

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Nike's Jordan Brand portrays the uplifting story of an aspiring female baller in a spot that debuted during the 2023 NBA All-Star Weekend.

The spot, the first work in a new global campaign for Jordan Brand by Uncommon Creative Studio, shows the 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. It's set to an emotive soundtrack, a cover of  Les Fleurs by Minnie Riperton, sung by Kaelynn Hayes and arranged by Teyana Taylor.

The campaign, titled "Beyond," comes as Nike is attempting to take its brand "beyond" Michael Jordan and into a new era. According to a LinkedIn post by Shannon Watkins, global CMO for Jordan Brand, the spot is "a love letter to youth globally - an invitation to soar - Beyond fear, Beyond doubt, Beyond those who've come before!"

Uncommon's International Creative Director Sanam Petri, who creative directed the ad, joined the London shop in October having worked for the likes of Beats and Nike at R/GA and Wieden+Kennedy respectively. The spot was directed by Karim Huu Do via Object & Animal.

The campaign is running as a 60 second version on TV, below, as well as the longform film above, airing online.




Feb 23, 2023
Client :
Nike Jordan
Agency :
Uncommon Creative Studio

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