Entrant Company
Wieden+Kennedy Portland
Entry Type
Product/Service
At the heart of Too Easy: The Musical is one of the most iconic songs in Broadway history—Annie’s “Hard Knock Life.” A song traditionally about struggle, rewritten to capture the agony of going up against Jordan athletes. Working closely with the Annie estate, we reimagined the lyrics not as orphans lamenting hardship, but as non-Jordan players singing about the futility of facing Luka, Tatum, Bam, Trae, Gabby, and more.
The result blurs the line between basketball and theater: opponents dunked on, blocked, and humiliated, all while belting out a musical number about how unfair the game feels. Just as “Hard Knock Life” once gave voice to life’s difficulties, here it becomes a chorus for those destined to lose. By fusing basketball’s drama with Broadway’s spectacle, Jordan Brand transformed a story of hardship into a surreal anthem of greatness....because when you play against the Jumpman, it really is a hard knock life.