The Leroy Smith story unfolded over a three-month period utilising a fully integrated approach – broadcast content for TV and web, a music track and video, interactive games and downloads, out-of-home, print, exclusive content interviews with noted sports journalists, Twitter and Facebook pages – and climaxed on the day of Michael Jordan’s induction into the Basketball Hall of Fame with a simple statement issued by Leroy Smith in USA Today: “Dear Michael Jordan, You’re Welcome.” The campaign then came full circle during Michael’s induction speech, when he thanked the real Leroy (whom he had flown in for the ceremony) for taking his spot all those years ago and motivating him to become better.

The Leroy Smith campaign kept Michael Jordan top of mind in the months building up to his Hall of Fame induction, and continues to entertain and engage an ardent following of fans who actively adopt and spread the word of Leroy, and by association, the Jordan brand.