Jordan Family Days
Role: Writer
Type: Campaign Messaging
Client: Nike at Thesis
Being a part of the Jordan family is a coveted position—one open to all who aspire to greatness and believe in the dream.
In spring 2024, Jordan Brand approached our Thesis writing team with the goal of refining the meaning of Jordan Family Days, an annual, distinctive member moment. The campaign included three days of exclusive, hype-worthy drops. While the concept was exciting, the brief noted the ambiguity of “family” and the client sought our help in dialing in the meaning.
I worked hand-in-hand with the writing lead to develop a clear messaging strategy. Ultimately, we elevated the heritage of the brand through inclusive language, legacy nods, and emphasis on the campaign’s talent. Our central theme was unity: Bringing people inspired by Michael Jordan’s legacy together. The talent, made up of athletes and creators, were united by their drive and freedom to be themselves. The result was a strong narrative paired with resonant imagery.
In addition to the messaging direction, I wrote all the copy across email, Nike App, IM, and .COM for the campaign.
