The campaign not only appeared in an environment that the target frequents – it improved that specific environment. Before delivering their Get To Work hoops message, Brand Jordan got to work in a way that improved the summer hoops game and the locations where kids were playing it.

Knowing how important summer hoops was to MJ and his game, the Jordan Brand felt it should treat the summer basketball season with more respect than it currently receives in inner cities where kids are forced to play on cracked courts with bent, netless rims and broken backboards.

The audience loved the campaign so much that they removed the nets and pieces of the campaign (posters, stickers) from the courts. At retail the campaign resulted in unprecedented sell-through for a summer hoops shoe and related apparel.

(Continued from "innovative media strategy"... please note: creativity/media strategy are tied together)Additional premium nets were packaged and distributed at athletic apparel retailers and at Jordan summer hoops events where kids could work on their games with quality guidance and instruction.

Jordan Brand created custom basketball nets in the three Work’M colourways. The nets hung on netless rims at major indoor and outdoor public courts throughout the country to give kids the chance to play on courts with nets. The Jordan-branded net distribution program synched up with the distribution of the sneaker and was supported with regionally relevant wildpostings,print ads, athlete stickers and postcards featuring illustrated action shots of three regionally relevant Team Jordan athletes – Mike Bibby of the Sacramento Kings, Richard Hamilton of the Detroit Pistons, and Quentin Richardson of the NY Knicks.

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