As Jordan’s community impact platform, Wings celebrates the legacy of Michael by furthering his commitment to the transformative power of quality education. In a literal sense, Wings exists within the Jordan brand—though, at the same time, it functions as a brand all its own.
ASPIRATION OF AN ICON
One immense privilege—and challenge—of this project was to write for a sub-brand that didn't yet exist. In a nutshell, it meant first defining the personality and voice of Wings, then using that voice to highlight the program on their webpage.
Based on the brief Ryan received from Nike, he worked with the team to settle on copy that captured the essence of what it meant to rise above your circumstances and earn your Wings.
The Wings program operates in Chicago, Philadelphia, Hong Kong, Shenzhen, and Shanghai, with more initiatives currently in the works.
Charitable organizations can be rather tricky—not just from a legal standpoint, but in terms of social perception. While working on an awareness campaign for the Oregon Community Foundation, Ryan's writing was motivated by a key finding of the market research: In a general way, giving is about empathy—a sense of where a donor’s money is going, and who it’s helping.
Simply put, when it comes to charity, people are often ruled by their hearts—not their heads. And their point of entry is the story being told.
Owen Jones & Partners