In partnership with Uncommon Creative Studio, Jordan launched a brand platform–Beyond–at the beginning of 2023, making the Jumpman a universal symbol of self-belief, inspiring youth to go Beyond. Beyond provided an open invitation to sore–Beyond fear, Beyond doubt, Beyond those who’ve come before. The platform was launched during the 2023 NBA All-Star Week in a viral film seen through the eyes of an aspiring female baller , Kamaya Jones.
Since then, Jordan has built upon the platform through the lens of the next generation of Jordan Ambassadors. The latest installment take this brand platform built to inspire younger generations one step further creating a one-off event. Local Parisian streetballers were invited to a reimagined disused bank based in Paris, re-styled to resemble a basketball court, to step up and play with some of Jordan’s most iconic ambassadors.
The latest work in the campaign comes in the form of a film which captures this event for the brand–featuring Michael Jordan, the original Jumpman himself, alongside the next generation of the Jordan family, including the likes of Jayson Tatum, Zion Williamson, Luka Dončić, Teyana Taylor, Rema, Gabby Williams, and Youssouf Fofana.
Directed by IllimiteWorld via production company Birth, the “Beyond” film is driven by an original poem written by Grammy award-winning Poet, J.Ivy, and accompanied by a bespoke score from Rober Glasper.
