Jeter, D-Wade, C-Paul 'Become Legendary' In New Jordan Brand Effort

Derek Jeter in new Jordan Brand effort.October 25, 2009: Nike division Jordan Brand has unveiled the 2009 edition of its “Become Legendary” campaign, staring Carmelo Anthony, Dwyane Wade and Chris Paul from the NBA and Derek Jeter of the New York Yankees.

The effort, “Slap,” builds off of "Michael Jordan’s legacy of team leadership [and show's] today’s youth how important teamwork is in the game of an athlete’s life," according to Jordan Brand. This the third season for the "Become Legendary" campaign.

“Slap” will initially run on such networks as ESPN, TNT, Fox and in-cinema nationwide beginning Oct. 25, with new spots moving to seasonal sporting events, including NBA All-Star Weekend in February. Lead agency is Wieden + Kennedy, New York. Support includes digital presence on, POP and community, consumer and celebrity events throughout 2010.

C-Paul in "Become Legendary" ad.According to Jordan Brand, the first "Slap" spot "takes viewers through a series of quick visual cuts and invigorating audio on the players’ journey to team building and success, from the pain and frustration pushing each other to the limit, to the elation and satisfaction that comes with making it out on the other side.

“We chose the ‘Slap’ ad to kick off the third season of the ‘Become Legendary’ campaign which embodies what our Brand represents,” Sean Tresvant, marketing director of Jordan Brand, said in a statement. “The concept references Michael Jordan’s legacy of team leadership and features a roster of Team Jordan athletes carrying on his gift in the game today.”

Jordan Brand also is expected to unveil during the 2010 NBA All-Star Weekend product and marketing support for its 25th anniversary Air Jordan shoe. Michael Jordan was inducted into the Naismith Memorial Basketball Hall of Fame this past September.

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