Jordan Brand Celebrates 30 Years of ‘Space Jam,’ Inspiring a New Generation to Reach for Greatness

Three decades after Space Jam hit the big screen, Jordan Brand is remixing it for today’s generation of youth, carrying its legacy forward with a new footwear and apparel collection, a “Greatness Is Never Out of Reach” campaign and a Space Jam: Beyond the Jam mini-doc series featuring untold stories behind the making of the film.

Before Space Jam was a movement, it was a movie. And before it was a movie, it was a commercial. Michael Jordan and Bugs Bunny first appeared together in the historic 1992 Hare Jordan commercial, laying the foundation for what would become one of the most iconic collaborations in sport and entertainment. For the anniversary campaign, Jordan Brand reunited with longtime creative partner Wieden+Kennedy and members of the Warner Bros. animation team.

“Space Jam has always connected basketball, entertainment and culture in a way that transcends any one generation,” says Sarah Mensah, President of Jordan Brand. “Thirty years later, its influence remains unmistakable, from the Air Jordan 11’s place in sneaker history to the film’s enduring message that greatness begins by believing more is possible. With this new collection, we honor the details longtime fans remember while reimagining that spirit for today’s generation, giving them something distinctly their own and inviting them to stretch beyond perceived limits.”

Space Jam Air Jordan 11

That balance of celebrating the past while looking forward comes to life in five new Space Jam Air Jordan 11 designs, each highlighting a different part of the film’s story.

• Air Jordan 11 Retro OG: A near-replica of the original Air Jordan 11 worn in Space Jam, the Retro OG pairs royal blue accents with movie-inspired details including double-row stitching on the “23” heel and a “Jumpman Jam” tongue label. Elevated leather, patent-leather finishes and a recreation of the Michael Jordan face box from the shoe’s 2000 release complete the tribute.
• Air Jordan 11 “Magic Ball”: Drawing from one of Space Jam’s most unforgettable moments, when the Monstars captured NBA talent inside a glowing basketball, this women’s silhouette features an all-over synthetic-leather upper that shifts among four colors, a first for the Air Jordan 11. The packaging echoes the effect with film-inspired artwork and a Magic Ball that changes color when viewed from different angles.
• Air Jordan 11 “Green Screen”: Designed for a new generation of creators, this all-green colorway reimagines the filmmaking technology behind Space Jam as a canvas where anything is possible. Orange outsole accents nod to both Bugs Bunny’s carrots and the tracking markers used in production, while packaging featuring Michael Jordan holding a film clapperboard extends the behind-the-scenes story.
• Air Jordan 11 Baseball Cleat: Reimagining iconic elements of the Air Jordan 11 for the diamond, the cleat pairs a durable synthetic-leather upper with lightweight cushioning and traction. Its blue color palette draws from the galaxy-inspired Space Jam “Magic Ball” sneaker.
• Air Jordan 11 American Football Cleat: Reimagining the original elements of the Air Jordan 11, this cleat pairs a durable synthetic-leather upper with durable cushioning and traction. Not for retail, promo only.

“The Air Jordan 11 gave us the perfect canvas to honor a story people have loved for 30 years while finding fresh ways to bring its most memorable moments to life,” says Terrance Harvey, Expert, Streetwear Footwear Product Management Icons, Global Jordan. “The Retro OG stays true to the shoe’s history, while ‘Green Screen’ invites a new generation to imagine a world where anything is possible, and ‘Magic Ball’ represents harnessing the power within to pursue greatness.”

The footwear collection also includes the Jordan First 1 “Space Jam,” Air Jordan 3 Retro “Space Jam,” Air Jordan 1 Low SE “Magic Ball,” and the Air Jordan 1 Low Golf Spike “Space Jam.”

The Jordan Brand x Space Jam Apparel Collection

The apparel collection, available for men, women and kids, brings in more of the film’s characters and visuals. The line is anchored by a varsity jacket featuring a relaxed Jordan fit, faux-wool construction, retro patches, trading card–inspired graphics, a Monstars-influenced galaxy lining, and a “secret stuff”-inspired interior label. A Lola Bunny long-sleeve jersey reworks the high-shine materials of late 1990s and early 2000s basketball uniforms, complete with a “23” and Lola Bunny graphic on the back. The wider collection includes Jordan-designed hoodies, crewnecks and fleece pants, along with graphic T-shirts, shorts, a basketball tank and golf shoes, all carrying Jordan-specific cuts, archival graphics and references to the original film.

“The collection draws from Jordan Brand’s basketball heritage and the visual world of Space Jam, but it isn’t simply a recreation of the past,” says Liv Bolung, Jordan Streetwear Apparel Designer. “We reworked period-inspired materials, graphics and silhouettes into pieces that feel current, with storytelling embedded in every detail.”

“Greatness Is Never Out of Reach” campaign

The celebration of Space Jam extends beyond the collection with a “Greatness Is Never Out of Reach” campaign inspired by the film’s iconic stretch scene and rooted in the film’s message that greatness can come from anywhere and belong to anyone. Featuring Jordan Brand family members WNBA No. 1 draft pick Azzi Fudd, two-time American League MVP Aaron Judge, global Afro-beats icon Rema, and Oscar-nominated multi-hyphenate Teyana Taylor, the campaign invites the next generation to push beyond perceived limits and stretch toward what is possible.

“For 30 years, Space Jam has inspired people to dream beyond what seemed possible,” says Caitlin Sargent, VP, CMO, Jordan Brand. “Its impact extends far beyond a film, becoming a symbol of imagination, ambition and belief. As we celebrate this moment, we continue to cement ourselves as a heritage brand of youth, remixing our iconic stories of the past and making them relevant for today’s generation. The world changes, but the timeless role of the brand does not — inspiring the next generation to challenge limits, embrace possibility, and discover the greatness that exists within themselves.”

Space Jam: Beyond the Jam Mini-Doc

Jordan Brand is also opening the vault on the stories behind the film’s lasting influence. Space Jam: Beyond the Jam is a six-part mini-doc YouTube series produced by Jesse Collins Entertainment in association with Warner Horizon Unscripted Television, a Warner Bros. Television Group company. It will bring fans unprecedented access to never-before-heard stories and fresh perspectives from Michael Jordan and others behind Space Jam, revealing how a groundbreaking idea became a cultural phenomenon that transcended basketball to shape sport, entertainment and sneaker culture. Through insights from actors, athletes and visionaries, the series celebrates the film’s creation, Jordan’s influence beyond the game, and the legacy that continues to inspire new generations. This is Jordan Brand’s first step to reposition their YouTube platform as “Jordan TV” aimed at reaching and engaging the next generation through premium long-form storytelling.

The Jordan Brand x Space Jam collection will be available starting November 5 at jordan.com and select retailers.