Before that, I worked for the Baltimore Orioles, for the NFL with the Washington Commanders, the NBA league office, and helped start the D-League. I actually worked for an agency that represented the Jordan Brand. I think it's the authenticity piece that is it for me.Ĭan you just take us back to when you first met MJ and how that relationship started? I feel like that's what they bring to the world, right? When you hear something different, you see something different. You know, they have that authentic button that we like to tap into, the greatness button. On and off the court, it’s just showing people something different, man, but it's an honor because they're all kind of built the same. You know, this, for me, it's about Michael's legacy. What's it like getting to work with creatives like that for the Jordan Brand? You've worked with all these crazy names from Mark Wahlberg to Eminem, plenty in between. Tell them, ‘These the Sneaker of the Year!’” And that’s exactly what he told Complex, in a way that only DJ Khaled could. Then Balvin called me over and jested to Khaled, “Yo, Khaled, I got Complex here. When Balvin joined the conversation, of course Khaled told him that he needed another pair of the Jordan 3, as well as a pair of the black version that we recently got a first look at. The two good friends were laughing (as I soon learned was impossible not to do while on the other side of a Khaled FaceTime) together and talking about Balvin’s upcoming release. As Saunders emphasized a number of times, Jordan is all about family, and that was made even more apparent on set for the Jordan 3 launch campaign.īefore production began, I heard the unmistakable voice of DJ Khaled gleefully yelling from the speaker of Saunders’ phone. It’s the soul of the brand,” Saunders says.įor the launch of Balvin’s third sneaker collaboration with Jordan, the Air Jordan 3 “Medellin Sunset,” we got to spend a few days on the ground in Medellin with the Colombian star, Saunders, and the many people behind the scenes of the project. “They have that authentic button that we like to tap into, the greatness button. Saunders knows how important it is to protect the legacy of the Jordan Brand, selecting partners that only embody the same things that Jordan did on the court to represent the Jumpman. “On and off the court, it’s just showing people something different, man, but it's an honor because they're all kind of built the same.” “For me, it's about Michael's legacy,” Saunders says. Partnerships with the likes of Travis Scott, J Balvin, Mark Wahlberg, and many more are products of Saunders’ work. Now he is Jordan’s right-hand man, responsible for signing entertainment collaborators to one of the most powerful and recognizable brands on the planet. Those three words were uttered by the current Jordan Brand chairman Larry Miller to Michael Jordan around 2007 in reference to the brand’s current vice president of entertainment marketing, Reggie Saunders.Īt the time, Saunders was working in entertainment marketing at an agency after an already lengthy career that included positions at the NFL, NBA, and MLB.
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