Jordan Brand needed a revival. Built on the legacy of Michael Jordan, the brand risked being trapped in nostalgia, even as it boasts the best roster in basketball today: Tatum, Luka, Trae Young, Gabby Williams, Bam Adebayo, Dominique Malonga, CP3, and more. To reignite the brand, we reframed greatness. Kobe showed greatness as grueling. MJ made greatness look easy. That insight led to the line TOO EASY—an unfiltered look inside the mind of the elite Jordan athlete and how they make the game look. Our launch film, Too Easy: The Musical, flipped the script: not told by our roster, but by those doomed to play against them. Set to Annie’s “Hard Knock Life,” the film becomes a surreal Broadway nightmare as opponents get dunked on, blocked, and humiliated—all while singing about how unfair it is.