February 4, 2010: Jordan Brand knows that Dwyane Wade gives opposing players nightmares, which is why the Nike division has named its latest spot, “Nightmares Never Sleep.” The commercial, part of the umbrella "Become Legendary" campaign, anchors a marketing push for the Air Jordan 2010, which is being released to correspond with the 2010 NBA All-Star Game Feb. 14.
This is the 25th anniversary edition of Air Jordan, which were named Air Jordan I-though-X3 but switched after 23, the number Michael Jordan wore for most of his NBA career, to the year in which the shoe is released.
Wade switched from Nike division Converse, with which he had been aligned since joining the NBA in 2003, to Nike's Jordan Brand last July. This is his second spot for Jordan Brand but first solo effort. He appeared alongside other Jordan Brand team members in "Slap," which broke at the start of the current NBA season.
“Nightmares Never Sleep” will air on networks including ESPN, TNT and ABC, and in cinemas nationwide. Print ads will be featured in Antenna, RISE, Slam, XXL, Dime, Bounce and Sole Collector. Lead agency is Wieden + Kennedy, New York.
The integrated ad campaign will also be fully complemented with a digital presence, created by Blast Radius, for www.Jumpman23.com, as well as in-store retail marketing and consumer events throughout 2010. MSRP is $170.
“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,” Sean Tresvant, marketing director for Jordan Brand, said in a statement. “The ad also continues the Brand’s celebration of the 25th anniversary of the Air Jordan basketball shoe.”
“Nightmares Never Sleep” takes viewers "to another world view of a basketball player's 'nightmares' when dealing with the unstoppable Dwyane Wade on-court during an intense basketball game."
Wade will be the first Team Jordan athlete to debut the Air Jordan 2010 on-court during this year’s All-Star weekend. Team Jordan also includes NBA stars Carmelo Anthony, Chris Paul and Derek Jeter of the New York Yankees. Wade, Anthony, Paul and Team Jordan members Joe Johnson and Gerald Wallace all were selected to play in the 2010 NBA All-Star Game, although knee surgery has put Paul out of action until at least mid-March.