Posted by Tyler Hustwick 1 year, 1 month ago

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We all love a good story, especially those that make us a feel a connection to the past.

Smart brands know this.

Whether it’s Pepsi bringing back retro sodas or Wendy’s asking us, “Where’s the Beef?” again, the past seems increasingly new again. Established brands are routinely injecting the magic of nostalgia into their marketing as way to tap into our emotions. Now, Nike is the latest to take a stroll down memory lane.

In celebration of the 30th anniversary of Michael Jordan’s first sneaker, the Air Jordan I, Nike has resurrected the shoe in its original color schemes, as well as new designs “inspired” from iconic moments of Jordan’s career. While the practice of re-releasing old sneakers is nothing remarkable, the storytelling behind Nike’s latest release is.

Dubbed the 'Shattered Backboard Away’, the shoe takes inspiration from the time Michael Jordan dunked the ball so hard, he broke the backboard. To help recount the emotion of that particular moment and set the stage for the sneaker’s release, Nike ran these short, documentary style commercials on television and across its social channels:

Shattering expectations. #AJXXXI

A video posted by Jordan (@jumpman23) on Sep 29, 2016 at 9:06am PDT

The sneaker sold out within minutes of its release this past Saturday. Bravo, Nike.

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