Dwyane Wade, Chris Paul, and Carmelo Anthony have to hit the streets to play the game they love – traveling from Dade County, Florida to Williamsburg, Brooklyn to Beijing, China and other places around the globe in the streetballers' journey. In the new spot for the Jordan Brand, the trio travels bring them in front of fierce "underground" basketball competition as they take on a Jewish 40 Under League, a Kiwanis Club League, a Senior Rec Center League and more.
The sole tag line is "Love The Game No Matter What" – which is an obvious ode to the NBA lockout. It couldn't be more timely as the league has announced another 2 week cancellation, delaying the start of the season to December at the earliest.
More than building the Jordan brand, the Jumpman23 ad paints Wade, Paul and Anthony as true sportsman who just play because they love it, not for how much money they get paid. Great messaging for the athletes at this time.