Oneshow ADC

New York Festivals

Swim Like Mike



African American children are three times more likely to drown than white children.


The greatest athlete of all time-Michael Jordan- can’t swim.


Teach Michael Jordan how to swim and create the biggest African American swimming role model.

1) Pre-launch
To create hype, Jordan Brand drops an unbelievable new line: shoes made for underwater. Cue outrage.

2) The launch
On June 23rd, Jordan Brand reveals what the shoes were all about, launching an eight episode video series following Michael Jordan learning how to swim.  The series will air on television, as well as on Jordan Brand's main page.

We put a 360 degree camera on MJ so people could experience his learning process through VR.

3) The result
We used culture to change culture, inspiring thousands to learn how to swim by creating the biggest African American swimming role model in history.

Appendix) Logo Development

Copywriter: Erica Yoshimura
Art Director: Me & Melissa Osoria

Cargo Collective, Inc. Los Angeles, Calif.