Jordan Debuts Super Sunday Weekend TV Commercial

Michael Jordan takes to the air Super Bowl weekend 2001 to launch the "Much Respect" campaign and the Air Jordan XVI game shoe with a star-studded commercial. The ad features six Team Jordan athletes - Yankee shortstop Derek Jeter, Milwaukee Bucks guard Ray Allen, Dallas Mavericks forward Michael Finley, Miami Heat guard Eddie Jones, undisputed light heavyweight champion Roy Jones Jr., of course Michael Jordan, to deliver a powerful and emotional message.
The theme of the Jordan 2001 print and broadcast campaign is Much Respect - it goes way beyond the respect fans have toward athletes. The athletes exhibit the respect they have for each other, for the opportunity to play the game, for the fans and the kids who look up to them, for Michael Jordan and for the game of life itself. There's also the respect the brand has for consumers, exemplified by the quality of Jordan apparel and shoes. The Air Jordan XVI game shoe, featured in the commercial, hits retail outlets February 17 2001. "Much Respect" is a moving and emotional commercial that plays like a music video. This ad will air during the Knicks-Lakers game on January 28 on NBC-TV, as well as during the Super Bowl XXXV post-game show on CBS-TV. Team Jordan athletes include Roy Jones, Jr., Randy Moss, Derek Jeter, Eddie Jones, Michael Finley, Ray Allen and of course, Michael Jordan.

Stephanie Oakes is a fitness correspondent for Discovery Health Channel, a contributing editor for USA Weekend Magazine and the LA Times, and appears on NBC's 'Today in New York'. She can be reached at soakes@beststuff.com.