Maya Moore Recreates Michael Jordan’s Classic ‘Wings’ Pose in a Powerful Jordan Brand Spot

A 33-year-old poster, updated for a new generation

Maya Moore of the WNBA's Minnesota Lynx picks up Michael Jordan's mantle in the new spot. Jordan Brand
Headshot of Patrick Coffee

Back in the day, we all wanted to be like Mike.

This week, Nike’s own Jordan brand named a new heir to his throne: Maya Moore, star small forward for the¬†Minnesota Lynx of the Women’s National Basketball Association and four-time WNBA champion.

A stunning new spot created by Wieden + Kennedy New York and directed by¬†photographer and music video veteran¬†Nabil Elderkin takes viewers through Moore’s career highlights while superimposing her image‚ÄĒand, by extension, her legacy‚ÄĒagainst that of Jordan’s classic “Wings” poster from 1985.

The action is set to a subdued version of the show tune “Feeling Good,” made famous by Nina Simone in 1965 and since covered by everyone from John Coltrane to George Michael. It ends with Jordan himself paraphrasing the¬†William Blake poem that appeared on the original poster.

Elderkin’s experience as a director of both big-name ads (including work for Beats by Dre and the Mountain Dew-Doritos crossover spot in this year’s Super Bowl) and music videos (Kendrick Lamar, SZA, Foals, The Weeknd, etc.) makes him a natural choice to helm this spot, which includes footage of Moore’s career as a professional player and childhood home videos obtained from her mother.

The ad launched on all of Jordan’s digital channels yesterday. A giant billboard outside the newly renovated Target Center in the Lynx’s hometown makes the Michael comparison even more obvious with a bit of help from the squad’s social media team.

This campaign coincided with Sunday’s season opener, which saw the Lynx fall to the Los Angeles Sparks in a one-point upset.


Agency: Wieden + Kennedy New York
Client: Jordan Brand
Campaign: “Wings”

Executive Creative Director – Karl Lieberman
Creative Directors – Caleb Jensen, Jimm Lasser
Art Director – Lawrence Melilli
Copywriter – Matt Mulvey
Head of Integrated Production – Nick Setounski
Executive Producer – Orlee Tatarka
Account Team – Jordan Muse, Liz Lindberg, Ashley Pratt
Brand Strategist – Brandon Thornton, Aya Watanabe
Social Strategist – Jessica Breslin
Art Producer – Pietro Clemente
Business Affairs Manager – Justine Lowe, Lindsey Timko, Brit Freyer
Media Planning – Karlo Cordova, Branden Bouvia, Chad Muratev
Traffic Managers – Sonia Bisono
Project Manager – Kristin Daly/Carly Lissik
Director of Art Production – Deb Rosen
Head of Business Affairs РPatrick O’Donoghue

Production Company  РRESET
Director – Nabil
Executive Producer РDeannie O’Neil
Line Producer – Leslie Vaughn
Director of Photography – Darius Khondji

Editorial Company – Joint Editorial
Executive Producer – Michelle Carmen
Editor – Tommy Harden
Producer – Renee Haar, Aly Ryan
Assistant Editor – Stephen Nelson

VFX Company – Bonfire VFX
Flame Artists РBrendan O’Neil, Pierina Bustamante

Mix Company – Joint Editorial
Mixer – Noah Woodburn
Audio Assistant – Natalie Huizenga
Executive Producer – Leslie Carthy

Music House – Walker
Executive Producer – Sara Matarazzo
Composer – Christopher Keyes
Vocalist – Amber Mark
Vocal Arrangement – Amber Mark

Color Company – Co3
Colorist – Tom Poole
Assistant Colorist – Jenny Montgomery
Producer – Alexandra Lubrano

Photographer – Carlos Serrao

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.