Michael Jordan Soars to Europe to Spread Basketball and Brand Goodwill
MJ to Build a Deeper Connection Between the Jordan Brand and Young European
Athletes
BEAVERTON, Oreg., Oct. 5 /PRNewswire/ -- Jordan, a division of Nike,
Inc., announced today that Michael Jordan will embark on a five-country
tour through Europe where he will share his passion for the sport and his
dedication to the Jordan brand with international consumers and athletes.
The journey will take Michael through Paris (France), London (England),
Hamburg (Germany), Berlin (Germany), Barcelona (Spain) and Milan (Italy).
Activities will include consumer and media events, dignitary meet and
greets, special appearances and more, all of which contribute towards
expanding the Jordan brand's global reach, making an impact with European
fans and continuing Michael Jordan's legacy.
Aside from another opportunity to serve as an ambassador of the game,
which he has done without equal on an international stage since his playing
days began, Michael hopes to introduce the story behind the Jordan brand
and the Jumpman logo to fans in Europe. Though he's the most identifiable
athlete in the world (and Europe is no different), many know the Jordan
name and brand only from what they see on television and retailer shelves.
However, there is a deeper story to tell.
"We're going to try and showcase to Europe the Jordan brand's
dedication to building the best products and what those products represent
-- determination, hard work, teamwork, etc," said Michael Jordan. "Our hope
is that we can effectively communicate that philosophy so we can make a
strong association with young European athletes."
During the nine-day European tour, the Jordan brand will take part in
several activities, the backbone of which is a "Jordan Classic" event in
each city that honors top local athletes through camps and competition.
These events offer another opportunity for Michael and the brand to connect
with the youth, while simultaneously giving local athletes the
once-in-a-lifetime experience to make a personal connection with the
greatest player and the most beloved figure in basketball history.
"We have done a great job of communicating and establishing Jordan as a
brand that represents the things Michael did on the court and the things he
brought to the game," said Larry Miller, president of Jordan. "The brand
brings those same things to consumers, and we're excited to celebrate that
and teach that outside of the U.S."
Michael Jordan Tour Schedule:
October 17-18, 2006 - Paris (France)
October 19, 2006 - London (England)
October 20, 2006 - Hamburg (Germany)
October 21, 2006 - Berlin (Germany)
October 22-23, 2006 - Barcelona (Spain)
October 24-25, 2006 - Milan (Italy)
About Jordan
A division of Nike, Inc., Jordan is a premium brand of footwear,
apparel and accessories inspired by the dynamic legacy, vision and direct
involvement of Michael Jordan. The brand made its debut in 1997 and has
grown into a complete lifestyle collection of sport, casual and style
products. The Jordan brand remains active in the community by donating a
portion of its proceeds to Jordan Fundamentals, an education grants program
for teachers.
For more information on Jordan, visit http://www.jumpman23.com.
