Jordan Brand
The Last Dance
The Encore
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).
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
#INMYJs
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.