F L Y
In China, JORDAN doesn’t mean JORDAN anymore. An entire generation of sneakerheads and basketballers don’t even know the man behind the logo. They see a hype fashion label. They don’t know the dunks, the rings, and the killer mentality that made Michael Jordan the star that he is.
It was time to change that. To reclaim JORDAN’s rightful airspace. To give those kids a badge of honor. And remind them it’s okay to have higher expectations, like MJ did.
The solution was simple: all we had to do was tell them to FLY.