This year marks the 40th anniversary of the Air Jordan 1, and throughout the past four decades its presence has permeated throughout culture – sports, music, entertainment, design, and much more. Why? Because the AJ1 represents defiance; the NBA tried to ban it in 1985, but MJ and the Jordan Brand said otherwise. The problem? Younger consumers aren’t familiar with the origin story of the Air Jordan 1. So how do you remind a generation of the enormous impact one shoe can have on the world? By showing them a world without it. This work brought that world to life using a range of culturally relevant athletes, celebrities, designers, and musicians – all greats in their respective fields – to make a bold and simple statement: You Can’t Ban Greatness. Walking a tightrope between telling the story of the AJ1’s impact, authentic celebrity cameos, and ensuring resonance with younger audiences across various touchpoints.