Jordan Brand is making waves beyond the basketball court with its latest marketing campaign, “Too Easy,” a Broadway-inspired musical advertisement that has captured industry attention. The two-and-a-half-minute spot, a collaboration with Wieden+Kennedy, arrives just a week after the release of the highly anticipated Air Jordan 40 in “The Classic” colorway.
The ad creatively transforms a basketball court into a vibrant musical stage, featuring a clever reimagining of the iconic “It’s the Hard-Knock Life” from the musical *Annie*. The lyrics are adapted to reflect the realities of the game,with lines like,”Instead of shootin’. We got benched. Empty stats we won’t-Play again! It’s the hard-knock life!”
Showcasing a roster of NBA and WNBA talent, the musical features stars such as Bam Adebayo, Trae Young, Chris Paul, Paolo Banchero, Jayson Tatum, Luka Doncic, Napheesa Collier, Dominique Malonga, Gabby Williams, Jared McCain, and Kiki Rice. The film’s rhythm is driven by the authentic sounds of basketball – dribbles, squeaking soles, and bouncing balls – as it explores how Jordan athletes achieve extraordinary feats with apparent ease, embodying the campaign’s “Too Easy” theme.
Each athlete contributes their unique style, with movements flowing in a synchronized, choreographed manner. The inclusion of WNBA stars like Napheesa Collier, who delivers her own solos, highlights Jordan Brand’s commitment to celebrating the entirety of the sport. The sleek advertisement prominently features the Air Jordan 40, described as a “barrier-breaking silhouette created for the next generation of greats,” in action on the court.
This campaign is part of Jordan Brand’s broader “40 Years of Greatness” initiative, commemorating 40 years since Michael Jordan first wore his signature sneakers in 1985. The year-long celebration kicked off with the cinematic ad “You Can’t Ban Greatness,” a nod to the NBA’s ancient fines against Jordan for wearing his namesake shoes during games, which preceded the Grammy Awards.
