In the lead up to the 2012 Olympics, we were challenged to create a campaign that inspired and lead basketball forward without showing the Jordan athletes and without mentioning the Olympics (as Jordan was not an official sponsor).

With the love of the game being the main thing that enabled the Jordan Athletes to rise past any obstacle, we created a campaign focused around the idea of sharing past, present and future #RiseAbove stories from the fans and the brand.

The campaign involved the creation of a 4-part documentary series that told four inspirational stories about people rising above for the love of basketball. We also had an instagram competition where people uploaded instagram photos to the J23 instagram channel showing how they #Riseabove for a chance to win exclusive prizes. Digital paid media drove people to an interactive HTML5 gallery on Jumpman23.com where they could view a live stream of instagram photos and vote on their favourite #Riseabove images.