Zion Jordan

In partnership with Nike’s Jordan Brand, INDUSTRY set out to bring the fun back to sneaker commercials and launched a creative comeback for professional basketball player Zion Williamson—post multiple seasons lost at least partially to injury. For release with some fresh colorways for Nike’s Jordan Zion 2 hoops shoe, INDUSTRY told Zion’s story across a series of fantastical short films showing that Zion’s skills sometimes seem too radical to be real.

All shot at Nike HQ in Beaverton, OR, the stories rolled out one by one in coordination with the new colors of the Zion 2. In each film we see Zion training in a visually vivid fantasy realm before making what’s in his mind real on the court. All are bookended by kids telling larger-than-life-legends about what Zion might be up to while he trains for his comeback, answering the question ‘What’s up with Zion? Like INDUSTRY’s NIKE’s Dia de Los Muertos SIEMPRE FAMILIA launch in 2021, the Jordan Zion 2 comes equipped with a magical storyline reflective of the basketball players larger than fiction reality.

With a fresh take on the classic sneaker commercial, INDUSTRY created a series that stands head and shoulders above the competition—just like Zion himself this year with his triumphant return to greatness.