The representation of what the future generations of basketball players could be the essence of Jordan Brand’s latest commerical, “This Is Where It Starts.”
I can remember growing up as a young wannabe hooper. Playing first on my neighbor’s driveway basketball as a child, playing on the goal more than he did. I can remember getting on my bike and riding across town to where we thought the best basketball was played. This was in Lawton, Oklahoma, and that ride was about 20 minutes to the Eastside of town. It was a big deal for young Ed.
For kids growing up in this generation and beyond, the concept of playing the best competition is a global thought process. It started back in ‘92 with the Dream Team transcending what global hoops could be, spreading the basketball gospel to all walks of the Earth. Now in 2012, we’ve got AAU-Select teams that take trips all across the country, and sometimes across the world, to play the world’s best prepsters.
Forget hopping on your bike for the best competition, hop on the 757 and get your passport updated.
Jordan’s latest advertising campaign #RiseAbove, gives us an example of basketball growing on a global level. That rivals can be across town or across the ocean. As kids are working on their game 24/7, the hope of becoming a legend is a dream that’s never been deferred since basketball was introduced to the world.
The new Jordan Brand TV campaign, directed by Matthijs Van Heijningen, chronicles a global rivalry between two players who are determined to take flight and #RiseAbove the competition.