Michael Jordan & his many accomplishments are no longer relevant for a new target audience who have been born and grown up entirely after his retirement.

‘Beyond’ depicts a basketball match and juxtaposes the in-game adversities and challenges Kamaya Jones faces with the formative experiences of her early life in the form of flashbacks to her childhood.

These experiences both positive and negative interspersed with the present day have given Jones the self belief to step-up and take control of the game. To take the shot. To leap. To soar Beyond.

The brief challenged us to bring Jordan into the future and give it a new meaning for an entirely new generation. A generation that hadn’t grown up watching Michael Jordan’s on-court achievements. A generation of young adults facing pressures. Pressure from their families and school.

The moments that make a great basketball player don’t necessarily happen on the court. Long hours of training are important, sure. But the grit, resolve and self-belief that pushes athletes to power are often formed through simply living life.

Aspiring basketball player Kamaya Jones knows this better than most. And now, the 16-year-old American high school sports star is sharing her story with the world.

In Beyond, Jones reenacts the formative experiences that turned her into the kind of athlete that the biggest sport brand in the world wants to front. From lonely walks down the school corridor to nights spent watching women’s basketball while her mum braids her hair, as the scenes flip between past and present, the film powerfully reminds us that the road to success is rarely straightforward.

The film had 1.6M+ views in launch week.

But the real impact is less tangible. Beyond is not just a brand film. It is a long term brand platform that permeates every aspect of the business. Beyond is an invitation to a new generation of fans, who haven't grown up with Michael Jordan, to push beyond fear, doubt and those who have come before.

A significantly more inclusive stance for the brand - the film stars a young, Black, female, aspiring basketballer and actress, Kamaya Jones - propelling her career to new heights. The track is covered by a young, Black, female vocalist Kaelynn Hayes, who was relatively unknown at the time of recording with mentorship of the spots Musical Director, Teyana Taylor, she has been thrust onto the global stage. Both in the narrative and in real life, Beyond is a launch pad for Gen Z females.