Jordan Brand and Carmelo Anthony Launch The Jordan Melo M5
November 19, 2008
BEAVERTON, OR (November 19, 2008) – From basketball point guard to center, Carmelo Anthony has played every position on the court, and with accomplishments such as winning a national championship as a freshman in college, earning a spot as a pro on the All-Star Team and helping lead the USA Basketball team to a gold medal in the 2008 Summer Olympics, Anthony has proven this exceptional versatility is one of his most potent strengths. To meet Anthony’s performance needs, Jordan Brand, a division of NIKE, Inc., today announced the upcoming launch of the Jordan Melo M5, a shoe designed to perform in any role on the hardwood.
Anthony collaborated with Jordan Brand footwear design director, D’Wayne Edwards, to create the shoe, which is Anthony’s fifth with the brand. “I wanted the Jordan Melo M5 to be something even more sophisticated and more versatile than we’d done before, with performance still being most important,” said Anthony. “The Jordan Melo M5 incorporates my personal sense of style and mixes it with support and comfort that allows me the explosive power necessary in today’s game.”
The Jordan Melo M5’s design complements all five positions on the basketball court. Weighing in at only 15 ounces, its light weight allows for point-guard-like quickness; its natural flexibility ensures quick transitioning for shooting guards; a molded heel counter and inner collar padding create a superior fit for any small forward; heel and forefoot Zoom Air give a power forward advanced cushioning; and centers will appreciate the added support and stability the shank plate and outsole offer for the physical low-post game.
“In designing the Jordan Melo M5, I wanted to create a shoe that spoke to Carmelo’s ability to play anywhere, but that was also a symbol of his personal growth,” said Edwards, who has designed all five of Anthony’s signature shoes. “I worked closely throughout the entire process with Carmelo to determine exactly what he needed. We went through several rounds to perfect and evolve the shoe into something that is a true signature of Carmelo’s on-court performance and off-court style today.”
Several features of the Jordan Melo M5 reflect Anthony’s off-court taste and personal life. For example, Anthony’s passion for philanthropy is called out in the star perforations, which represent the five core areas of the Carmelo Anthony Youth Development Center (located in Baltimore, Maryland): Education and Career Development; Character and Civic Development; Health and Life Skills; Arts and Cultural Enrichment; and Sports and Recreation. In addition, Anthony’s fifth anniversary with the Jordan Brand coincides with the Air Jordan franchise’s 23rd year, which is emulated in his embroidered initials ‘CA’, a nod towards the Air Jordan XX3’s stitching.
The Jordan Melo M5 launch is part of an integrated brand campaign that includes a website feature at www.jumpman23.com, in store retail marketing and special events. To celebrate the official launch of the Melo M5 shoe, Jordan Brand will host a red-carpet, celebrity event in Hollywood on Thursday, November 20 with athletes, celebrities and influencers honoring Carmelo and the Jordan Melo M5 shoe.
The Jordan Melo M5 will launch nationwide on Saturday, November 22, 2008 with a suggested retail price of $125. Retailer information is available at www.Jumpman23.com.
About Jordan Brand
A division of NIKE, Inc., Jordan Brand is a premium brand of footwear, apparel and accessories inspired by the dynamic legacy, vision and direct involvement of Michael Jordan. The Jordan Brand made its debut in 1997 and has grown into a complete collection of performance and lifestyle products. Jordan Brand remains active in the community by donating a portion of its proceeds to Jordan Fundamentals, an education grants program for teachers.
For more information on Jordan Brand, visit www.Jumpman23.com.