NEW YORK — Nike’s Jordan brand will weigh in on Super Bowl Sunday, by airing its new “Much Respect” ad campaign during the post-game show on CBS.
Michael Jordan, along with Jordan-sponsored athletes Derek Jeter of the World Champion New York Yankees, light heavyweight boxer Roy Jones Jr., and basketball stars Ray Allen of the Milwaukee Bucks, Eddie Jones of the Miami Heat and Michael Finley of the Dallas Mavericks appear in the commercial, which breaks Sunday during the New York Knicks-Los Angeles Lakers game on NBC and then airs again on CBS after the Super Bowl pitting the New York Giants against the Baltimore Ravens. In the spot, the athletes pay their respects to each other, to the fans, to “his airness,” to the game and to life.
The Jordan XVI shoe, which hits stores Feb. 17, is spotlighted in the commercial.
With a modified version of Mos Def’s “Umi Says” playing as a backdrop, “Much Respect” was created like a music video. The commercial was directed by Paul Hunter, who makes music videos.
“Much Respect” is part of a yearlong ad campaign for the Jordan brand, which includes print, Internet, radio and grass-roots efforts, a Nike spokeswoman said. It was developed by Wieden & Kennedy’s New York office.

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