Jordan Brand

Client: Jordan Brand
Project: Breakfast Club Training Program

Assignment: Brand & Digital Strategy

During Michael Jordan’s prime, he knew he had to keep improving in order to stay on top. This meant finding weaknesses in his game, working on them, and turning those weaknesses into strengths. Early in his career, he was criticized for not being good at defense, and so he took that to heart and became one of the best defenders in the game. This philosophy carried over to his team mates, and to be better prepared, they would practice early in the morning before the official team practice, hence the name “Breakfast Club.” We wanted to take this mindset and make Jordan Brand consumers better athletes by creating a tool that let their peers assess their capabilities across speed, strength and explosiveness, and then recommend a workout regimen designed to improve on any weaknesses.


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