Thirty years after Michael Jordan and Bugs Bunny took basketball to the big screen, Space Jam is returning to the Jordan Brand universe through a new collection of sneakers, apparel and a six-part documentary series. The anniversary project brings the 1996 film into the present through the campaign Greatness Is Never Out of Reach, with footwear and clothing drawing directly from its characters, visual effects and most recognisable scenes.
Jordan and Bugs Bunny had already shared the screen before the film arrived. Their partnership began with the 1992 Hare Jordan commercial, a meeting of basketball and animation that laid the groundwork for the feature film four years later. For the anniversary, Jordan Brand has reunited with Wieden+Kennedy and members of the Warner Bros. animation team to revisit that shared history.
The campaign takes its name from the idea that ambition can stretch beyond its apparent limits, borrowing its central visual cue from the film’s climactic stretching sequence. Athletes and artists Azzi Fudd, Aaron Judge, Rema and Teyana Taylor appear in the campaign, each bringing their own perspective to the question of what it takes to go further.
Footwear sits at the centre of the release, led by five new Air Jordan 11 designs. The Air Jordan 11 Retro OG revisits the silhouette worn by Jordan in Space Jam, with royal blue accents, leather and patent-leather panels, and double-row stitching around the number 23 on the heel. A “Jumpman Jam” tongue label adds a detail specific to the anniversary edition, while the packaging revisits the Michael Jordan face box associated with the shoe’s 2000 release.
The women’s Air Jordan 11 “Magic Ball” takes its cue from the glowing basketball used by the Monstars to capture NBA players’ talent in the film. Its synthetic-leather upper moves through four colours, a first for the Air Jordan 11, while the accompanying Magic Ball changes colour as its viewing angle shifts. The design brings one of the film’s central plot devices into the material language of the sneaker itself.
Green Screen, another Air Jordan 11 release, looks back at the production methods behind the film. Its all-green upper references chroma key technology, while orange details on the outsole recall Bugs Bunny’s carrots and the tracking markers used during filming. The box features Jordan holding a film clapperboard, placing the shoe within the machinery of movie-making as much as the mythology of the finished film.
The Air Jordan 11 also moves onto the baseball diamond and American football field in cleated versions. The baseball design uses blue tones linked to the Magic Ball colour scheme. The American football cleat, meanwhile, is intended as a promotional release rather than a retail product.
Beyond the anniversary’s main footwear lineup, the collection 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.” Together, the releases spread the film’s imagery across several established Jordan silhouettes, giving collectors multiple entry points into the anniversary.
Apparel extends the references across menswear, womenswear and kids’ pieces. A varsity jacket combines faux wool, vintage-style patches and graphics inspired by basketball trading cards, with a galaxy-patterned lining influenced by the Monstars. Inside, a label referencing the film’s “secret stuff” offers a quieter nod to one of its most familiar jokes.
A long-sleeve Lola Bunny jersey draws on the glossy fabrics and oversized graphics associated with basketball uniforms at the turn of the millennium. Its back pairs the number 23 with a Lola Bunny graphic, bringing the character into a design language historically dominated by player names and numbers. Hoodies, crewnecks, fleece trousers, graphic T-shirts, shorts and a basketball tank round out the clothing range.
The anniversary also reaches beyond the product line through Space Jam: Beyond the Jam, a six-part mini-documentary series set to stream exclusively on Jordan Brand’s YouTube channel. Featuring Michael Jordan, the series brings together previously untold stories from people connected to the film alongside cultural figures who grew up with its influence. The project also signals a wider shift for the channel, which is set to develop into Jordan TV, with a focus on premium, long-form storytelling.
Released in 1996, Space Jam placed an active NBA superstar inside an animated world and turned the meeting into a lasting piece of basketball and pop-culture history. Jordan Brand’s anniversary collection returns to that moment through the objects, characters and production details that helped define it.
The Jordan Brand x Space Jam collection launches November 5 online and at selected retailers.
