The video premiered on "106th and Park", the country's #1 video countdown programme, and enjoyed 13 weeks on the show's Top 10 video rotation. Jordan's "Be" Lifestyle campaign successfully repositioned a once one-dimensional sports-focused brand, into a respected force in an extremely cluttered marketplace. It competed with brands like Sean John, Rbk and Rocawear during a highly competitive buying season, and surpassed client and industry sales expectations.

The Jordan Brand had to credibly establish itself as an apparel option for the style-conscious consumers in the 16-24year urban male target group.Objectives were:*Generate apparel sell thru rates of at least 30%*Create talk value among consumers and trade industryMedia and production budget for this campaign was $1.64m

The line experienced a 70% apparel sell thru rate, marking the first time ever in the brand's history that apparel outsold sneakers during an initial launch period. Most important, the "Be" lifestyle campaign received over $2.59m in unpaid media, resulting in over 43.6m impressions.

The creative solution was to tell the story of Michael Jordan's roots in Brooklyn, New York, in the form of a music video. A collaboration was struck with rap artist Common,and music video director, Paul Hunter. The video captures noteable Team Jordan athletes travelling through Jordan's past, and interacting with members of the community. We also created a print campaign featuring vignettes from the video, and the tagline "The Life. The Legacy. The Collection"

The key was to create content that was commercially viable enough to be accepted among the core consumer, trade, and music channels as creatively pure, and also uniquely ownable to Jordan and incorporated Team Jordan athletes. Multi-media synergy was important in creating a sense of "bigness" about the campaign over the 2-month launch. It was critical that each medium and production dollar be used to trigger conversation among our core audience.

Common - Rapper/Artist, title song, "BE"