![]() Riswold and Davenport were responsible for figuring out how to reveal Jordan’s likability and charm in less than 60 seconds, potentially enabling him to reach a broader audience than just teenage basketball players who wanted to jump higher. ![]() Nike awarded Wieden + Kennedy the Jordan contract in hopes that the innovative little Portland firm could dream up something more creative than a slow-motion dunk video. They showcased the elegance of his body and his staggering athleticism, but they did not explore the type of person he was, whether he was someone you’d only want to watch play or someone you’d also invite over for dinner after the game. Most of Jordan’s early Nike ads followed a familiar pattern. Nike had been clamoring for a fresh approach to marketing its most valuable commodity. “We both recognized this super fan character would be the perfect foil to pair with Michael.”įor Riswold and Davenport, the timing of that discovery could not have been more perfect. “Bill and I looked at each other like, ‘Are you thinking what I’m thinking? You better be thinking what I’m thinking,’ ” Riswold recalled with a laugh. A fast-talking, Michael Jordan-obsessed bicycle messenger named Mars Blackmon hardly ever removed his Air Jordans during the movie, not even when he finally bedded the woman of his dreams. Intrigued, Riswold and Davenport sought out Lee’s film and discovered that the young director also played a fictional character practically created to star in a Nike commercial. Spike Lee told viewers he would be peddling socks the rest of his life if they didn’t go see his low-budget debut movie, She's Gotta Have It. Only because they went to see About Last Night did the Wieden + Kennedy duo stumble across the inspiration they needed to conceive of Michael Jordan’s most recognizable ad campaign.Ī trailer that aired before the movie began showed a little-known filmmaker on a Brooklyn street corner hawking tube socks 3 for $5. The luckiest break Jim Riswold and Bill Davenport ever caught was watching a vapid romantic comedy together in Los Angeles 33 years ago. And this campaign didn't annoy me or wanted me to skip or run to the fridge to get me something to drink. the one with Michael Jordan and Mars " Spike Lee " Blackmon. How this iconic Nike "Michael Jordan and Mars Blackmon" campaign started.
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