The Last Dance
When ESPN released “The Last Dance,” a miniseries following Michael Jordan’s last season with the Chicago Bulls, it was the most anticipated documentary of the decade, and with COVID-19 halting live sports around the world, the series received even more attention. We knew this was our moment to introduce young fans to the story behind the legend, reestablishing equity in the brand’s namesake by joining the conversation.
When the TVs turned off, Jordan brand’s social platforms turned on. We gave the brand a lead role with four unique content franchises on social.
As “The Last Dance” reminded everyone why Michael is the best ever, we elevated the conversation, using this as a moment to show how Jordan brand represents greatness.