Office: Blast Radius/Vancouver
Client: Nike
The Brief:
Jordan Brand wanted to gain a greater share of the crowded athletic-training consumer space by engaging top high school and college athletes who are key market influencers.
The Campaign:
Longtime brand partner Blast Radius realized it would need to develop an authentic next-generation training experience for elite athletes who wanted to take their game to the next level. Staying true to the DNA of Jordan Brand, the approach was anchored to Michael Jordan’s legendary pre-dawn workout sessions and christened “Breakfast Club.” Breakfast Club consisted of over 100 instruction videos featuring leading sport science experts. Registered Team Jordan members could build fully customized exercise programs for printing or video iPod download, and receive alerts delivered via mobile phone. By enabling athletes to engineer their own programs, the experience created a rare sense of ownership. A peer assessment component has become the basis of a unique social network centered around athletic camaraderie. And Breakfast Club’s fully scalable framework allowed Jordan Brand to build a unique, growing library of content extending to advanced users, multiple sports and specific campaigns.
The Success:
Tens of thousands of elite, influential athletes participated, and the site drew hundreds of thousands of unique visitors the first three months after launching. The concept inspired the launch of a national Breakfast Club Tour with coaching from authorities like Jordan’s personal trainer Tim Grover, demonstrations by star Jordan Athletes and content on interactive mobile kiosks.