In a groundbreaking blend of sports and theater, Jordan Brand has unveiled Too Easy, a vibrant basketball-themed musical featuring top WNBA and NBA stars—just one week after the highly anticipated release of the Air Jordan 40 in ‘The Classic’ colorway. This two-and-a-half-minute spectacle, produced by creative agency Wieden+Kennedy, reinvents the basketball court as a Broadway stage, with a clever reworking of “It’s the Hard-Knock Life” from Annie, echoing the grit and grind of athletes: “Instead of shootin’. We got benched. Empty stats we won’t—Play again! It’s the hard-knock life!”
The ad stars a lineup of Jordan athletes including Bam Adebayo, Chris Paul, Trae Young, Paolo Banchero, Jayson Tatum, Luka Doncic, Napheesa Collier, Gabby Williams, Dominique Malonga, Jared McCain, and Kiki Rice. Their synchronized, dance-like movements blend with the rhythmic sounds of dribbles and squeaking sneakers, capturing the campaign’s core message—making greatness look effortless. Collier and other WNBA players shine with solos, highlighting the brand’s continued investment in women’s basketball and its place in the cultural narrative.
As part of its ongoing “40 Years of Greatness” celebration—commemorating four decades since Michael Jordan first wore his signature sneakers in 1985—Jordan Brand continues to push creative boundaries. The launch of Too Easy follows other artistic ventures like the “Trial of Luka Doncic,” and this musical teaser only adds momentum to what’s becoming a defining year for the brand. It’s not just about performance wear—it’s about storytelling, legacy, and innovation wrapped into a cultural moment.
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Released on the same day as the Air Jordan 40 drop, the musical teaser encapsulates the sneaker’s design ethos as a “barrier-breaking silhouette created for the next generation of greats.” From the first look, Too Easy feels like more than just an ad—it’s a celebration of rhythm, confidence, and control, drawing audiences into the mindset of Jordan athletes. With its full debut set for July 19, fans are already buzzing about what this ambitious crossover means for both sport and art.
Until then, the Jordan faithful can gear up at Jordan.com and follow the campaign through Kicks On SI. One thing’s clear: Jordan Brand isn’t just making shoes anymore—it’s making statements.
