JORDAN BRAND TRAINING | "NIGHT SHIFT"

Everyone knows Jordan Brand for the retros and occasional performance shoe that catches people’s eyes. But no one really thinks about Jordan Brand when it comes to training. Jordan Brand provides a lot of offers for athletes both on, off and when they are preparing for the playing arena. Even though Jordan Brand offered these interesting training products and experiences to athletes, Jordan Brand had never really spoke about them in a compelling way. It was time for us to introduce the world to Jordan Brand training in the for of The Jordan Breakfast Club inspired by the legacy and mindset of Michael Jordan himself.

The Jordan Breakfast Club is a high selective society of champions preparing to win. With the Jordan Breakfast Club, the Jordan Brand was now providing our audience with the complete athletic experience. For our kids, training is a mysterious place where they face their fears and fight their demons to become a champion. It was now time to enter the world of the Jordan Breakfast Club.  To introduce the Jordan Breakfast Club, we created a film that explained it in a way that Mike-minded athletes would understand. Like an exclusive society, we didn’t explain anything directly, but through the code of a cautionary tale about the “beasts" who work at night. Using a Jordan athlete hero to authenticate the legitimacy of this place, he shows the world the way in to this exclusive society of champions hard at work.