Jordan Brand Is Using a Space Jam Docuseries to Launch Jordan TV for Fans
A Space Jam story begins
Beyond the Jam opens Jordan TV this Sunday. The six-part series looks at the making of Space Jam and its cultural impact, three decades after the film’s theatrical debut.
Michael Jordan makes a rare on-camera appearance. The cast also includes Teyana Taylor, J Balvin, Jayson Tatum and the late Eric Bauza, the voice of Bugs Bunny. Warner Bros. worked with Jordan Brand on the project.
A channel built for access
Jordan Brand is repositioning its YouTube channel as Jordan TV, which CMO Caitlin Sargent described as a destination for stories about products and experiences. The brand aims to let its community see more of what happens behind the scenes.
Sargent said viewers want to see how projects are made, including what happens on set. She described the channel’s direction as an intersection of sport, culture and sneaker culture.
Original stories over ads
Jordan Brand is betting on original programming delivered directly to consumers as a way to connect with its audience. The strategy reflects broader efforts by brands to move beyond traditional commercials and campaigns.
Sargent said the brand’s younger consumers form emotional connections differently than they have over the past 40 years. Jordan Brand wants to create meaningful memories through products, stories and experiences, rather than content that feels like an advertisement.
Key points
- Jordan TV launches Sunday with the first episode of Beyond the Jam on YouTube.
- The six-part series explores Space Jam’s production and cultural impact.
- Michael Jordan, Teyana Taylor, J Balvin and Jayson Tatum appear in the docuseries.
- Jordan Brand plans to use the channel for original stories and behind-the-scenes access.