In China, kids see the Jordan brand as a hype fashion label.
They grew up with Kobe, not MJ.
They don’t know the dunks, the rings, the killer mentality.
Jordan doesn’t mean Jordan.

For the brand launch in China,
we set out to reclaim Jordan’s rightful airspace.
To give the Jumpman logo meaning
in a way only Jordan can.

Role: Senior Creative
CD: Jeff Fang, Matt Meszaros
CW: Nick Partyka, Christy Chen, Gloriya Qian
Designer: Meng Meng
Producers: Bernice Wong, Angela Liu
Director: Martin de Thurah