The launch of the AJXX8, a shoe that doesn't look like most basketball shoes, demanded a commercial that doesn't look like most basketball commercials.

The Director brings a new visual language to the brand, giving the shoe a voice and attitude as unique and singular as the shoe itself.

Featuring Brand Jordan athletes Russell Westbrook, Blake Griffin and Michael Jordan, the story revolves around a young player building something new out of what came before him, what's happening now and his own imagination. It shows how influences are absorbed, challenged and, ultimately, redefined.