Jordan Brand marks the 30th anniversary of Space Jam with a new footwear and apparel collection, the “Greatness Is Never Out of Reach” campaign and a six-part documentary series titled Space Jam: Beyond the Jam. The project connects the 1996 film with a new generation through basketball, entertainment, sneakers and storytelling.
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The relationship between Michael Jordan and Bugs Bunny began before the movie. The pair first appeared together in the 1992 Hare Jordan commercial, which established the creative foundation for Space Jam. For the anniversary project, Jordan Brand reunited with longtime creative partner Wieden+Kennedy and members of the Warner Bros. animation team.
Jordan Brand extends the anniversary through its “Greatness Is Never Out of Reach” campaign, inspired by the film’s climactic stretch scene. Azzi Fudd, Aaron Judge, Rema and Teyana Taylor appear in the campaign, each addressing the idea of pushing beyond perceived limits.
Footwear leads the collection through five new Air Jordan 11 designs. The Air Jordan 11 Retro OG closely references the shoe Michael Jordan wore in the film, pairing royal blue accents with double-row stitching on the “23” heel, a “Jumpman Jam” tongue label, leather and patent-leather finishes. Its packaging recreates the Michael Jordan face box from the shoe’s 2000 release.
The women’s Air Jordan 11 “Magic Ball” draws from the scene in which the Monstars capture NBA talent inside a glowing basketball. Its synthetic-leather upper shifts between four colors, marking a first for the Air Jordan 11. A matching Magic Ball in the packaging changes color depending on the viewing angle.
Jordan Brand gives the Air Jordan 11 “Green Screen” an all-green upper inspired by the filmmaking technology used on Space Jam. Orange outsole details reference Bugs Bunny’s carrots and production tracking markers. Packaging shows Michael Jordan holding a film clapperboard.
The collection also translates the Air Jordan 11 into baseball and American football cleats. The baseball version uses a blue palette connected to the “Magic Ball” design, while the American football cleat will serve as a promotional release and will not reach retail.
Additional footwear includes the Jordan First 1 “Space Jam,” Air Jordan 3 Retro “Space Jam,” Air Jordan 1 Low SE “Magic Ball” and Air Jordan 1 Low Golf Spike “Space Jam.”
The apparel range covers men, women and kids. A varsity jacket combines faux wool, retro patches, trading card-inspired graphics and a Monstars-influenced galaxy lining. A “secret stuff”-inspired interior label adds another film reference. A Lola Bunny long-sleeve jersey uses high-shine materials associated with late 1990s and early 2000s basketball uniforms and carries a “23” with a Lola Bunny graphic on the back. Hoodies, crewnecks, fleece pants, graphic T-shirts, shorts and a basketball tank complete the offering.
The six-part Space Jam: Beyond the Jam series will stream exclusively on Jordan Brand’s YouTube channel. Featuring Michael Jordan, the project shares previously untold stories and perspectives from people involved with the film and cultural figures influenced by it. The series also marks the first step toward repositioning the channel as Jordan TV, focused on premium long-form storytelling. The Jordan Brand x Space Jam collection launches November 5 online and selected retailers.
