Jordan Melo 5.5 Comes to Life on the Streets of Baltimore

Jordan Melo 5.5 Comes to Life on the Streets of Baltimore

Carmelo Anthony's Jordan Melo 5.5 Signature Shoe Debuts Nationally in Print and TV Ads

BEAVERTON, Ore., Nov. 15 /PRNewswire/ -- Jordan, a division of Nike, Inc., is set to launch the second in line of the Carmelo Anthony signature shoe and apparel collection, the Jordan Melo 5.5. The national print and TV ad campaign takes a personal look at Carmelo Anthony's journey from streets to stardom, highlighting one of the star basketball athletes of the Jordan brand.

Scheduled to retail November 25 nationwide, the Jordan Melo 5.5 seamlessly blends both old and new. Taking design inspiration from the Air Jordan 5 and Air Jordan 6, the shoe illustrates the brand's dedication to creating the most technologically advanced performance shoes on the market while infusing insights from Carmelo Anthony himself. His inspiration behind the personality of the shoe includes personal touches like his emerald birthstone, his "CA" tattoo, and homage to Myrtle Avenue, his childhood home in Baltimore (which also served as the location backdrop for his TV commercial).

During tonight's national broadcast of UPN's Vibe Awards, the TV commercials will debut, offering consumers and fans an intimate look at the athlete's life journey to superstardom in the NBA. Directed by Antoine Fuqua, director of the critically acclaimed movie "Training Day", Melo encounters influential and life-changing figures from his past. Guest appearances include Coach Jim Boeheim from Syracuse University (his coach), basketball legend Bernard King (one of Melo's heroes), and music mogul Kevin Liles (also a Baltimore-native and a success story himself). The smart and poignant spot is fittingly titled "B More" -- a clever reference to Melo's hometown of Baltimore and spirit of perseverance.

"Jordan is very excited to provide Carmelo Anthony with the chance to pay homage to Baltimore, his hometown," says Roman Vega, Jordan Brand Manager. "We're happy to show everyone the importance of remembering where you came from because it leads you to accomplish great things."

About Jordan

A division of Nike, Inc., Jordan is a premium brand of footwear, apparel and accessories inspired by the dynamic legacy, vision and direct involvement of Michael Jordan. The brand made its debut in 1997 and has grown into a complete lifestyle collection of sport, casual and style products. The Jordan brand remains active in the community by donating a portion of its proceeds to Jordan Fundamentals, an education grants program for teachers. For more information on Jordan, visit www.jumpman23.com.

Source: Jordan

CONTACT: Theresa Tran, Theresa.Tran@nike.com; or Janice Callado,
jcallado@bncpr.com, or Pilaar Terry, +1-310-854-4869, pterry@bncpr.com, all
for Jordan

Web site: http://www.jumpman23.com/

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