GENERATION J
Client: Pitch for Nike Jordan | Agency: MindSpace | Year: 2021 | Country: UAE
Concept | Manifesto Animatics | Social Content
Generation J is a community that was created to gather the Nike Jordan fanbase under one roof. Its main objective is to build loyalty towards the brand’s reseller in the UAE and ultimately increase sales.
Generation J is ageless, colorless, borderless. It’s defined by people who identify with their love, passion, and obsession with the game and fashion. They’re hoarders, collectors, trendsetters, pop fans, music fanatics, and most importantly, sports fans.
How it all came to life
To meaningfully connect with Generation J, we wanted to tap into what makes them tick, and create an experience around their interests the JORDAN WAY: with excellence, talent, perseverance, vision, and confidence.
The Manifesto Animatics
We gathered some of Michael Jordan’s speeches to create our own manifesto for the brand, a message from Jordan to Generation J.
SOCIAL CONTENT
Instagram
