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Jordan Summer Hoops - 2005 Campaign

Award: Wood Pencil

Wood Pencil / Integrated / Integrated Advertising & Design / 2006

Jordan Brand entered the Summer Hoops market for the first time in the summer of 2005 with the release of the Work'M sneaker. The sneaker was available regionally in three distinct colours - chutney/white (West Coast), Carolina blue/white (East Coast) and red/white (Midwest). The brand wanted consumers to experience and understand Michael Jordan's respect for Summer Hoops. To create this experience, Jordan Brand created custom basketball nets in each of the three Work'M colours. The nets hung on netless rims at all the major indoor and outdoor public courts in Chicago, New York, Atlanta and Los Angeles to give kids the chance to play on courts with nets. The Jordan-branded net distribution program partnered with the distribution of the sneaker and was further supported with regionally relevant wild postings, national print ads, athlete stickers and inspirational postcards featuring illustrated action shots of three regionally relevant Team Jordan athletes: Mike Bibby, Sacramento Kings; Richard Hamilton, Detroit Pistons; and Quentin Richardson, New York Knicks. Additional premium nets were packaged and distributed at athletic apparel retailers and at Jordan Summer Hoops events where kids could work on their game with quality guidance and instruction.

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