Hare jordan

Hare Jordan campaign to make a comeback

Michael Jordan and Bugs Bunny first teamed up 23 years ago for this co-branding slam dunk.
February 11, 2015

Michael Jordan and Bugs Bunny first teamed up 23 years ago for what would go on to become one of the biggest co-branding slam dunks yet.

Now, to help celebrate the 30th anniversary of the Air Jordan franchise, Warner Bros. Consumer Products and Jordan Brand, a Nike subsidiary, have announced the return of the highly successful Hare Jordan campaign.

Beginning this spring, the Jordan Brand will release a range of footwear and apparel in new and original silhouettes worldwide, based on Hare Jordan for a range of demos. More details about the campaign will follow in the coming weeks.

The rebooted campaign looks to rekindle the magical friendship between arguably the NBA’s greatest player ever and one of the most popular cartoon characters of all time.

The original ad to announce the arrival of Hare Jordan aired during Super Bowl XXVI in 1992, with Bugs famously remarking at the end of the clip, “This could be the beginning of a beautiful friendship.”

The campaign culminated with the 1996 animated film Space Jam, starring Jordan, Bugs and a cast of NBA stars and Looney Tunes characters. Space Jam went on to gross more than US$230 million at the box office worldwide and still holds the title as the highest-grossing basketball movie.

About The Author
Patrick Callan is a senior writer at Kidscreen. He reports on the licensing and consumer products side of the global children's entertainment industry via daily news coverage and in-depth features. Contact Patrick at pcallan@brunico.com.


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