WHY NOT 0.3

JORDAN BRAND UNITE

Challenge

How can we create a campaign to support the release of
Russell Westbrook’s 3rd signature shoe, while also
launching the newly accompanying apparel line - in a way
that is true to both the superstar and the specific
consumers the product was made for?

THE HERO FILM
:60 Film that told the overall campaign
narrative.

russ
girl

Photo: Jamal Burger

Solution

A campaign based on Westbrook’s life and widely
known Why Not!? mindset, a philosophy that
underscores maintaining a positive attitude no
matter the adversity you face - as well as the name of
his foundation - started to empower and inspire
youth in underprivileged communities around the
world through that same mindset. Featuring a
combination of his friends, family and real people - all
from the same South Central neighborhood
Westbrook grew up in - and shot on location in that
same neighborhood.

FAMILY & FRIENDS
Longform content film featuring Russell Westbrook, his family and friends sharing real life stories and their connection to the WHY NOT? Mindset

Execution

After initially concepting we worked closely
with Russell Westbrook himself to further
refine the details of the campaign to ensure it
was most authentic to him. We then cast real
people from his actual childhood
neighborhood, as well as close friends and
family and then shot on location in that same
neighborhood to ensure the story was as raw
and real as it could be.

“A radically authentic
marketing effort that is
more than a campaign…”

REGAN ALIYAH
Longform content film featuring the rapper,
spoken word artist, performing an extended
version of the spoken word piece performed
in the hero film.

no alt
no alt

PHOTOS: Jamal Burger

no alt
no alt

Impact
Impact

Responses across social media
were extremely powerful and
landed with the audience exactly
as they were intended to.

Russell himself shared multiple
assets on his own channel,
supporting the campaign and
showing pride for the message it
expressed to the world.

“ …but rather a powerful
message to inspire and
empower youth.”
no alt
no alt
no alt