Jordan

Nike: “Get People Talking.” Us: "Awesome."

Motivize Fans to Stay Connected

Brand Activity

Michael Jordan redefined the role of the brand front man, but when he came off the court, Nike needed to keep the Jordan retail brand relevant for generations to come.

Blast Radius and Wieden+Kennedy joined forces for the Leroy Smith Campaign, designed to explode buzz about the Jordan brand across numerous media channels.

The concept: Leroy Smith, the “Michael Jordan of motivating Michael Jordan” invites aspiring fans around the world to participate in his groundbreaking exercise regimen, learn from his self-discipline tips, and challenge the world at a mini-game designed by Blast Radius, Leroy Smith’s 2-on-2 Hall Of Fame Challenge. The campaign extended across bought, owned and earned media.

Leroy Conquers the World

Leroy Smith resonated with the target demographic. Results include:

  • 9.7 minutes average time playing mini-game
  • 505,000 unique visitors
  • 10+ minutes per visit
  • 475,000 YouTube plays
  • 7,500+ iPhone app downloads
  • 10,000+ Facebook fans
  • 7,000+ Twitter followers
  • Media Syndication
  • More than 2 million Google Results
WPP — Leaders in Advertising, Digital, Relationship Marketing.