Air Jordan's New "Unbannable" Ad: A Bold Move in the Legacy of an Icon

While watching the 2025 Grammy Awards last night, one ad caught our eye: Nike’s “Unbannable” Air Jordan ad—redefining sneaker culture and merging sports, style, and storytelling in ways only Nike can. The ad takes a “what-would-have-happened-if…” approach, showing what could have happened if Nike chose not to pay fines for Michael Jordan wearing the sneaks  back in 1985, when the NBA argued the shoe design violated its uniform code. Thus unfolds a chain of events that would not have taken place had Nike given up on the shoe.

A Walk Through History

The “Unbannable” ad brings us full circle to the moment when Michael Jordan’s iconic kicks were initially banned from NBA courts. The reason? The shoes didn’t match the league’s uniform code. Despite the fact that Jordan wore the Air Jordan 1 anyway (with Nike famously paying his fines), the story became one of the most well-known in sneaker culture. The "Banned" narrative—paired with Nike’s clever marketing around it—turned the controversy into the Air Jordan brand’s first taste of rebellion, setting the tone for decades of defiance, creativity, and cultural domination.

Fast forward to 2025, and Air Jordan is celebrating this rebellious spirit with the "Unbannable" ad. The concept is simple: no matter how much the world or the rules might try to stop you, you can’t be contained. The ad brings viewers through a quick-paced montage of basketball courts, city streets, and glimpses of athletes—both professional and everyday heroes—showcasing the power of breaking barriers. The tagline, “Unbannable,” feels like an anthem, one that pushes the idea that true greatness can’t be contained, just like MJ’s career couldn’t be boxed into the restrictions of a uniform policy.

The Ad’s Impact

The beauty of the "Unbannable" ad is in its power to tap into the same themes of defiance and greatness that have defined Air Jordan for decades. The ad doesn’t just sell shoes; it sells a philosophy—one that aligns with the dreams of athletes, creatives, and anyone who has ever faced a roadblock and thought, “There’s no way I’m stopping now.”

It's also smart marketing. Air Jordan has long been about more than just basketball sneakers; it’s a cultural force. The ad taps into that ethos, acknowledging its roots in rebellion and positioning the brand as not just a product, but a symbol of pushing boundaries. Whether you’re an aspiring basketball star, a sneakerhead, or someone who appreciates art in motion, the “Unbannable” ad speaks to anyone who’s ever felt like they didn’t fit the mold.

The Legacy of the Air Jordan Brand

At this point, Air Jordan is far more than a sneaker brand—it’s a cultural phenomenon. From Jordan's six NBA championships to his ventures into film and business, the Jordan brand has evolved into a global icon of style, performance, and innovation. The "Unbannable" ad keeps that legacy alive, reminding us all that Air Jordan’s path wasn’t always easy, but it was always unstoppable.

The ad’s visuals carry the same weight as the message. It’s sleek, fast-paced, and full of energy—echoing the feeling of MJ taking flight on the court. The use of urban landscapes and street culture imagery reminds us that Air Jordan’s influence goes beyond basketball arenas and court shoes—it’s in the heart of the streets, in the rhythm of hip-hop, and in the very fabric of modern culture.

More Than Just Shoes

The "Unbannable" ad is also an acknowledgment that Air Jordan’s relevance hasn’t waned. It’s not just a nostalgic throwback; it’s a forward-looking celebration of how the brand still inspires and empowers new generations. In a time when sneakers and streetwear are integral parts of self-expression, the Air Jordan legacy feels more unbannable than ever.

Whether it’s the iconic silhouette of the Air Jordan 1, or the latest high-performance models, the "Unbannable" message is clear: the brand will continue to push the envelope, inspire greatness, and never back down from a challenge. It's about embracing the spirit of innovation, defying limitations, and always striving for the next level—on and off the court.

Final Thoughts

The "Unbannable" ad isn’t just a marketing campaign; it’s a declaration of purpose. It reaffirms Air Jordan’s place in history, not just as a sneaker brand, but as a symbol of resilience, rebellion, and excellence. The story of the “Banned” shoes from 1985 was one of defiance, but the "Unbannable" ad brings us into the present moment, showing that nothing—not even the constraints of time—can stop the power of Air Jordan. It’s not just a brand; it’s a movement. And with “Unbannable,” that movement is as unstoppable as ever.

Watch the ad here.

Top of Form

Bottom of Form