The American entertainment and sports world continues to explode after Michael Jordan – the greatest basketball legend of all time – officially announced Vin Diesel as the new face of the new generation Air Jordan campaign. This $30 million contract immediately became a hot topic on social networks, especially when Jordan affirmed:
“Vin Diesel brings together the power, desire and explosion that Air Jordan wants to convey. The Rock or anyone else is not more suitable than him.”
Michael Jordan’s declarative statement has created a big debate. Many people cannot help but wonder: Why would a brand associated with basketball choose an action actor instead of an athlete? But when looking at Vin Diesel’s influence, the answer becomes clearer.
Vin Diesel is not only famous for his role as Dominic Toretto in Fast & Furious, but also becomes a symbol of strength, endurance and unyielding spirit. Jordan believes that the image “hits the DNA of Air Jordan”, targeting young people who like to push the limits and take risks to reach the top.
According to inside sources, the Air Jordan brand is implementing a new expansion strategy – focusing on characters “beyond the boundaries of sports”, to connect with the community that loves street culture, movies and a strong lifestyle. And Vin Diesel is the perfect choice.
A communications director of the company said:
“The Rock is too closely associated with the image of wrestling and his personal brand is saturated. Meanwhile, Vin Diesel brings a sense of authenticity, everyday life and represents the street spirit – something that Air Jordan wants to bring back.”
Not only stopping at appearing, Vin Diesel also participated in the creation of a new shoe model, expected to be inspired by American muscle cars and the speed style in Fast & Furious. The promotional campaign is expected to last 18 months, with a series of TVCs, fashion photos and global exchanges.
Michael Jordan asserted that the choice of Vin Diesel was not to shock, but rather a “reasonable decision about brand identity”. He also emphasized that Air Jordan is trying to return to its core nature: strong, explosive, bold – something that, according to him, “only Vin Diesel can do, not The Rock or anyone else”.
This information immediately caused a stir in the fan community. Many basketball fans were surprised, but most of the online community was excited to see the combination of two big icons of Hollywood and NBA.
With a contract of 30 million USD, the new Air Jordan campaign promises to become one of the biggest media hits of the year, at the same time marking a strong transformation of this legendary brand. Vin Diesel, once again, proves his huge influence beyond the screen.
