Here is the pr for Michael Jordan's web site.
AGENCY.COM Launches a Web Venue for Michael Jordan to Communicate Brand Identity for New
Footwear and Apparel Line
Business Editors & Internet Writers
NEW YORK--(BUSINESS WIRE)--Jan. 8, 1998--
Non-linear navigation breaks from tradition, reflecting Jordan's
athletic skills
AGENCY.COM has launched a unique Web venue for the Michael Jordan brand
(www.Jumpman23.com) using non-linear navigation tools, cutting-edge graphics and vivid color to
reflect the Jordan brand's high quality and performance excellence.
AGENCY.COM has created an unequaled and innovative site that randomly takes participants
from one section of the site to another, giving participants a sense that they are spontaneously
pivoting through the venue, much like the thrill of "driving to the hole" with Jordan.
The Michael Jordan line of footwear and apparel takes advantage of this Web venue as a
successful branding tool at a time when major advertisers are debating the Web's effectiveness for
brand development. AGENCY.COM created a strong brand identity on the Jordan site to give
people a feel for the qualities offered by the Jordan brand of footwear and apparel.
"AGENCY.COM is redefining the way businesses communicate brand values and the Michael
Jordan brand venue is a three-pointer," said Kyle Shannon, Chief Creative Officer of
AGENCY.COM. "We strive to create Web venues that achieve what we call 'living the brand.' To
do this, a venue must embody the brand, deliver usefulness as a brand experience, embed the brand
where participants spend time and function globally and cement consumer loyalties."
To deliver the Jordan brand messages through the apparel and footwear line on the Web,
AGENCY.COM applied everyday technologies to make it easy for the broad Internet audience to
experience the high-performance quality of the Jordan brand, and capitalized on the visual and
spontaneous nature of the Internet with graphics randomly jumping around the venue from product
to product.
Michael Jordan launched his "Jordan brand" in November, 1997 and has been personally
involved in the design of everything he has worn from Nike since 1984. The qualities of the new
Jordan brand and superior Jordan line had to be consistently reflected on all levels of the Web
venue, delivering Michael Jordan's true character, continuously striving for excellence in all arenas,
be it athletics or business.
The Jumpman23 site was recognized on November 28, 1997 as the weekly IPPA recipient of the
Design Excellence Award. The site was saluted because, "Tie-in marketing reaches its peak at a site
like this. The popularity and cult following that one of basketball's reigning superstars brings to Nike
is parlayed into one of the most professional marketing efforts we've seen to date." A full site
review is available at www.ippa.org.
The IPPA award for Design Excellence signifies excellence in both design and commercial
content for online marketing. A listing as an award recipient is one of the highest business honors
on the Net.
AGENCY.COM is a full-service online development firm that designs and builds Web venues
for a diverse group of travel, financial and consumer business-to-business product companies.
Founded in January 1995, AGENCY.COM has created some of the Internet's best-known
communications venues for Air Miles, Allied Signal, American Express, British Airways, Claris,
GTE, Hitachi America, Lucent Technologies, MetLife and Sun Microsystems. AGENCY.COM
has a satellite office in Dallas and a growing global presence with an office in London.
--30--sm/ny*
CONTACT: Jordana deMello
Jordana@agency.com
212/358-8220
or
Kate Cummings
kcummings@golinharris.com
212/309-0652 |
