NIKE Jordan

Jordan isn’t just about Michael anymore. It’s not even about shoes or apparel. The way sneakerheads and fans tell it, Jordan is a way of life. The credibility of the brand, the iconicism of the jumpman—they put this particular branch of Nike in a class all its own.


From courtside TO SIDELINE

After strategizing and writing the proposal that won the account, I undertook my first project with the brand: The release of the University of Michigan football partnership with Jordan.

As a former Michigander, I’m familiar with my fanatical hometown Wolverines and the language that speaks to their hearts. They received the news about the partnership with fitting aplomb.


Since the partnership, Jordan also launched a line of Michigan basketball apparel.


In the realm of lifestyle apparel and accessories, I’ve written basketball t-shirt slogans, sneaker SEO, and FIFA World Cup web copy for adidas. I’ve also consulted with a handful of startups, including VOXAPOD and LAZLO.

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Writer, Strategist


Owen Jones & Partners