Week 2: Strategic Planning

     The Air Jordan Brand uses multiple strategies to sell its brand such as billboards, fundraisers, commercials the most popular and recent ad campaign was called "Become Legendary" starring Team Jordan and All-Star athlete Dwyane Wade. “Nightmares Never Sleep” headlines a marketing campaign debuting the Air Jordan 2010 worn by Dwyane Wade in the ad. The television spot takes viewers to another world view of a basketball player's “nightmares” when dealing with the unstoppable All Star Dwyane Wade on court during an intense basketball game. Wade was the first Team Jordan athlete to debut the Air Jordan 2010 on court during last year’s All Star weekend.

                                           http://www.youtube.com/watch?v=EcXvVUw7Ha4
      


     “We chose the ‘Nightmares Never Sleep’ spot to debut the Air Jordan 2010 and to show how unstoppable Dwyane Wade is as a basketball player,” said Sean Tresvant Marketing Director for Jordan Brand. “The ad also continues the Brand’s celebration of the 25th anniversary of the Air Jordan basketball shoe". Created by W&K New York “Nightmares Never Sleep” aired on major networks including ESPN, TNT, ABC and in other channels nationwide. Print ads was also be featured in Antenna, RISE, Slam, XXL, Dime, Bounce and Sole Collector in the January-March issues.