In 1984, rising NBA star Michael Jordan signed a five-year, $2.5 million deal with Nike while playing for the Chicago Bulls. This partnership was more than just a sponsorship; the Air Jordan sneakers, which hit the market a year later, sparked a movement that fundamentally changed basketball and sports culture. The Jordan brand is celebrating its 40th anniversary with a year-long campaign titled “40 Years of Greatness.” The campaign features emotional stories, special product lines, and interactive events.

The “Too Easy” commercial, released on July 19, introduces the new model in the series, the Air Jordan 40. The film, produced by Wieden+Kennedy, features stars like Bam Adebayo, Paolo Banchero, and Gabby Williams. The game atmosphere suddenly transforms into a musical scene, blending with the song “It's the Hard Knock Life” from the musical “Annie.”

Jordan is drawing attention with campaigns that bring nostalgia together with today's young athletes. The “The One” basketball tournament is open to athletes aged 15-18, with the final taking place in New York. Caitlin Sargent describes this period as a turning point where the brand shifted toward “emotional marketing.” Jordan aims to become the future sports brand not only in basketball but also in fields like soccer and golf.