Jordan's #RE2PECT Campaign Honors Baseball Legend Derek Jeters
Rahul Kalvapalle — April 7, 2014 — Marketing
Nike's Jordan brand is launching a social media campaign to mark the last season of New York Yankees baseball player Derek Jeters, who has been associated with Jordan for 15 years. Jordan is asking baseball fans around the world to share their support and admiration for Jeter by tagging social media posts with #RE2PECT, a unique hashtag that embeds Jeter's kit number into the word respect.
Jeter announced earlier this year that the 2014 season, the 19th season of his storied career, would be his last. Jeter was handpicked by basketball legend Michael Jordan to be the Jordan brand's first baseball brand ambassador, and he ended up becoming the brand's longest-tenured athlete. The Jordan brand hopes that the #RE2PECT campaign will enable baseball fans worldwide to celebrate Jeter's glittering baseball career and his status as a role model for young baseball players.
Jeter announced earlier this year that the 2014 season, the 19th season of his storied career, would be his last. Jeter was handpicked by basketball legend Michael Jordan to be the Jordan brand's first baseball brand ambassador, and he ended up becoming the brand's longest-tenured athlete. The Jordan brand hopes that the #RE2PECT campaign will enable baseball fans worldwide to celebrate Jeter's glittering baseball career and his status as a role model for young baseball players.
Trend Themes
1. Social Media Campaigns - Nike's #RE2PECT campaign demonstrates the power of social media in engaging fans and celebrating legends.
2. Athlete Brand Ambassadors - The partnership between Derek Jeter and Jordan brand showcases the potential for athletes to represent brands across different sports.
3. Fan Engagement - The #RE2PECT campaign encourages baseball fans worldwide to participate and honor Derek Jeter's career through social media contributions.
Industry Implications
1. Sports Apparel - The Jordan brand's farewell campaign for Derek Jeter highlights the potential for sports apparel companies to commemorate legendary athletes.
2. Social Media Marketing - Nike's use of the #RE2PECT hashtag demonstrates the value of social media in marketing campaigns across industries.
3. Celebrity Endorsement - The partnership between Derek Jeter and Jordan brand exemplifies the impact of celebrity endorsements in creating successful brand associations.
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