Jordan Brand, the subsidiary of Nike based around the image of Michael Jordan, has released its first ad created for the Chinese market as part of 30th-anniversary celebrations for the Air Jordan range.
Wieden & Kennedy Shanghai created the spot, which is part of the brand's global "we are Jordan" campaign. It shows a game of basketball in China being played in reverse, with a voiceover from Jordan himself, who explains that a game is won before the teams even step on to the court in the players’ minds. Azsa West, a creative director at W&K Shanghai, said: "Compared to kids in the States, Chinese kids are a little bit shy. I think this film will encourage them to have the determination and courage to win. It’s all about having the confidence to go out there and win." The work was written by Jimmy Chen and Shaun Sundholm, art directed by Sundholm and directed by Brian Beletic through Smuggler and Lunar Films.