The Boston Celtics were crowned the 2024 NBA Champions last night, and Jordan Brand wasted no time in celebrating its marquee athlete, Jayson Tatum, with a new video campaign.

Shortly after the Celtics secured the Larry O’Brien trophy yesterday, Michael Jordan’s namesake brand posted its latest video campaign across its social media channels. The spot shows a worker putting up a new Jordan billboard featuring Tatum that reads, “Don’t Stop Disbelieving” and could be seen a jab at Minnesota Timberwolves guard Anthony Edwards’ billboard ad with Adidas and his “Believe That” tagline.

Adidas kicked off its series of AE 1 ads in October 2023, where Edwards appeared in front of an orange background and began to share more insights about himself. By the end of the video, he also introduced his now-signature “Believe That” slogan that he has said in every one of his video spots since. In Tatum’s new Jordan ad, there’s a brief moment showing an orange billboard being covered up and according to a sneaker industry source, the orange hue was very much chosen on purpose as a reference to Minnesota Timberwolves guard Anthony Edwards’ billboard ad with Adidas.

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