Women hold court
For decades, Jordan has built its legacy as a male-focused basketball and sneaker culture icon, rooted in its founder’s NBA dominance and appeal among men in sport and fans. But, as it enters a new era, it’s been intentionally broadening that audience.
At the start of 2025, Jordan tapped Jalen Hurts, Travis Scott, Los Angeles Lakers player Luka Dončić, Teyana Taylor, and more to front its “Unbannable” campaign, a nod to Michael Jordan being fined for wearing Air Jordan 1s during an NBA game 40 years ago.
More recently, it launched a two-and-a-half-minute Broadway-worthy ensemble, featuring NBA and WNBA stars including Bam Adebayo, Trae Young, Chris Paul, Paolo Banchero, Jayson Tatum, Luka Dončić, Napheesa Collier, Dominique Malonga, Gabby Williams, Jared McCain, and Kiki Rice.
With its latest ad squared firmly towards women, Jordan is taking a page from sister brand Nike’s playbook. Sargent said Aliyah represents the ambitious customers Jordan serves. Along with the Air 6 shoe, the broader campaign also features the Heir Series 2, a new silhouette inspired by women in basketball.
“The Air 6 is the shoe that won Michael his first championship before he went on to the run of six,” said Sargent. “It represents breaking a glass ceiling and going on to achieve the unexpected. That’s why it was important for us to make this campaign about women, showing how they’re leading and breaking into new territories.”
