Jordan Brand

The Last Dance

A multi-platform social experience
2020

Project RoleAssociate Design Director

AgencyLaundry Service

The Encore

Multi-platform social experience

“The Last Dance,” is an Emmy award winning docu-series originally airing on ESPN which followed Michael Jordan and the Chicago Bulls’ 1997-98 championship season. The series offered a reprieve from the COVID-19 pandemic resulting in halting all live events and sports which we realized early on that the series would likely gain an even larger audience than originally predicted. Jordan Brand approached our team needing a way to leverage this cultural event to not only celebrate MJ but also inspire consumers and make them feel connected to basketball culture during a time when they needed it more than ever—from this the concept for “The Encore,” a mini series following the airing of each episode was born.

Hosted by Sage Steele from ESPN, “The Encore” continued the conversation from the previous night’s episode of “The Last Dance” by offering insights and commentary all things Air Jordan. Featuring exclusive interviews with NBA superstars and the biggest names in music and film, each episode of “The Encore” dug deeper into Michael Jordan’s legacy and influence on sports, their own careers, and basketball culture.

The mini-series was broken up into four unique social content franchises: a Twitter Livestream Takeover, The Encore Recap Instagram Live Show, and two weekly supporting content series: The Family and #INMYJs (a user generated content call to action).

Featured guests: Spike Lee, DJ Khaled, Carmelo Anthony, Mark Wahlberg, Blake Griffin, Teyana Taylor, Ray Allen and Fat Joe.

Award Nominations

Bronze Distinction in Sports (Shorty Awards)
Audience Honor in Sports (Shorty Awards)

“For us, it’s not only about connecting with the next generation; it’s about supporting, strengthening and investing in them.”

—Craig Williams, Jordan Brand president

Key Results

On Twitter, #TheLastDance was the #1 trending topic on Twitter in the US, with 25 out of 30 top trends related to the series.
8.5M Livestreams
21M Video Views
10M Engagements
92% increase in Jordan Brand mentions compared to month prior
$20M in direct sneaker sales and pushing brand to record setting revenue for FY20 and FY21

#INMYJs

UGC Submitted Content

Michael Jordan redefined the game of basketball and the entire sneaker industry. What started in Chicago with MJ and a love of the game ignited a culture. That culture became the foundation of the Jordan Brand, and from there the Jumpman family was born. Today the Air Jordan shoes are as iconic as MJ himself.

Any sneakerhead will tell you that when it comes to sneakers, especially Air Jordans, their favorite pairs represent much more than just footwear. From what MJ did in them, to their cultural impact, to how they represent an individual’s journey, the stories are endless.

Every Friday our community was asked to share photos of them in their favorite Jordans on social media using the hashtag #INMYJS. Select UGC images were reposed and shared on our @jumpman23 channels as part of “The Encore” campaign. The Jordan Brand is about community and accentuating the loyal collective Jumpman voice.

Twitter Livestream

Real time reactions with special guests

Using the bold and bright graphic approach lended itself to an eye-catching look while remaining ownable to the Jordan Brand. This design approach also lended itself strategically to create a disruptive in-feed moment for this social platform. Keeping the graphics economical and succinct also allowed for greater adaptability from week to week guaranteeing its templated use would be ready and easy to use in production for each new episode.

The Family

Talent lifestyle UGC

Inspire our audience during a difficult time we brought them closer together with our Jordan Fam with a multi-part series showcasing their passion for basketball culture via fashion, art, and the game itself.

Featured guests: Blue the Great, Russell Westbrook, and others.

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