When I was a kid and took a jump shot in my driveway, I pretended to be Michael Jordan. When I did a Statue of Liberty dunk on my seven-foot jammer, I was him. I used to love Michael Jordan. But ever since his trip to D.C. and his disappointing hall of fame speech, I haven’t been a huge fan.
The latest Jordan branded effort from Nike disappoints me even further. I recently caught an article in AdFreak that discussed the new “Love the Game” video developed in the midst of the NBA lockout. In short, I don’t really care about these modern athletes who supposedly “love the game.” It’s not that I feel they don’t work hard or don’t necessarily deserve their salaries. I’m just worn out from the same old story.
Rather than taking the “love the game” angle, I think Nike and others could have focused on different elements during the lockout. I mean, who is really impacted by the loss of games in the NBA season? I doubt it is Chris Paul or ‘Melo.
So, just for a minute, let’s shine a light on others who may be impacted during the lockout.
At the end of the day, I haven’t been following the lockout too closely and am not aware of all the details. However, I fully understand that the players and owners both have difficult decisions to make. But, from a brand and marketing perspective, I’m pretty sure that this type of video has been done before — there is an entire YouTube channel dedicated to this group of stories. And, at this point in time, I’m looking for another story.