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Carmelo Anthony new frontman for Nike Jordan Basketball Shoes
Anticipating a breakthrough season on the court and at retail, second-year NBA sensation Carmelo Anthony will star in a new integrated marketing campaign which will include advertising, online and retail executions from Jordan, a division of Nike, Inc., it was announced today.
The new national television and print ads will break mid-November and mix humor and edge to convey that Anthony is not a typical superstar athlete. The ads also promote the launch of Anthony's first signature apparel collection along with the much anticipated basketball shoe, the Jordan Carmelo 1.5, which hits stores the day after Thanksgiving.
Directed by Charles Stone III (Mr. 3000, Drumline), five slice-of-life television commercials star film and TV comedian Tommy Davidson, who, like Anthony, is a Baltimore/D.C. area native. Davidson’s semi-serious character follows Anthony as his guardian angel of sorts, describing why the 6’8” Denver Nuggets forward is much more than your average young sports star. Each spot highlights both the youthful poise and promise of the 20-year old phenom. The commercials will break during the Vibe Awards, to be televised on UPN on Tuesday, November 16, of which Jordan is a presenting sponsor.
Marking a bold move for the brand, national print advertising was created by Shepard Fairey, known as one of the most prolific street artists of his generation, who has produced memorable graphics -- most notably the Obey Giant images -- that have spread through urban centers all over the world. The animated yet edgy print ads splash bursts of Nuggets-inspired baby blue and gold on images of Anthony and his 1.5 sneaker.
"This campaign effectively speaks to the essence and timelessness of the Jordan brand," said Roman Vega, brand manager for Jordan. "With Tommy (Davidson), we're bringing levity and humor; and by attracting Shepard (Fairey), we're being true to our city roots and commitment to innovation. All of these elements make for a campaign that sets the stage for the future -- and that future is embodied by the legacy of MJ and emergence of Carmelo, who is truly a rising force in the league. By utilizing him, we're able to contemporize the brand in an authentic way."
Anthony, a member of the elite group of athletes that comprise Team Jordan, lived up to the NBA's high expectations in his rookie season last year. The gifted player impacted his team with his athleticism, consistent play and unmatched scoring ability, helping to take the Denver Nuggets to the playoffs for the first time since 1995. Anthony was also named Most Valuable Player of the 2003 NCAA Final Four and the 2003 National Freshman of the Year.
Team Jordan is a group of professional athletes hand-picked by Michael Jordan to represent the Jordan brand of footwear and apparel, and includes: Derek Jeter, Warren Sapp, Marvin Harrison, Terrell Owens, Ahman Green, Jason Taylor, Roy Jones Jr., Jason Kidd, Gary Payton, Eddie George, Randy Moss, Carmelo Anthony, Ray Allen, Derek Anderson, Mike Bibby, Michael Finley, Eddie Jones, Quentin Richardson and Andruw Jones.
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