Disused Paris Bank Becomes A Basketball Court In Nike Jordan’s Latest ‘Beyond’ Film

Nike Jordan continued to seek to inspire the next generation of sports stars in its latest ‘Beyond’ film which saw the sportswear brand off local French kids a chance to play hoops with some of the Nike-owned outfit’s elite basketball player ambassadors – including Michael Jordan.

The campaign, created in harness with Uncommon Creative Studio, further builds on the Jordan brand’s ongoing ‘Beyond’ platform – which was launched in 2023 – and was spearheaded by a moving film capturing an event that was the first and last of its kind.

Since launch, Jordan has built upon the platform through the lens of the next generation of Jordan Ambassadors. The latest instalment take this brand platform built to inspire younger generations one step further creating a one-off event.

Inviting local Parisian streetballers to a reimagined disused bank based in Paris, re-styled to resemble a basketball court, to step up and play with some of Jordan’s most iconic ambassadors.

Capturing this historic moment for the brand through a powerful, iconic film and various assets featuring Michael Jordan, the original Jumpman, alongside the next generation of the Jordan family – including the likes of Jayson Tatum, Zion Williamson, Luka Dončić, Teyana Taylor, Rema, Gabby Williams, Youssouf Fofana.

The film, backed by an original poem written by Grammy award-winning Poet, J.Ivy, accompanied by a bespoke score from Rober Glasper, was showcased during a roadblock media moment during an NBA Christmas game.

The campaign continued with a live performance by J Ivy himself at the Jumpman Invitational college basketball tournament in Charlotte.

This campaign continued with a series of assets creating a global out-of-home campaign, where all of the sites were placed in the local communities of the Jordan ambassadors.

Nils Leonard, Uncommon co-founder said, “Nike’s Jordan brand is one of the worlds most important brands. Whether in our studios in London, Sweden or New York, Uncommon was created to work on opportunities of this scale and importance and we are proud to launch this work to inspire and provoke a new generation.”