Thirty years after Michael Jordan teamed up with Bugs Bunny for one of the most recognisable films in basketball history, ‘Space Jam’ is back in the spotlight. And to mark the occasion, CULTED headed to New York with Jordan Brand, joining the celebrations as the sportswear giant revisited a defining moment in the relationship between sport, fashion and entertainment.
First released in 1996, ‘Space Jam’ brought together two unlikely worlds, combining the NBA’s biggest superstar with the animated universe of ‘Looney Tunes’. Three decades later, its influence continues to stretch beyond the basketball court, with the film’s legacy reflected in sneaker culture, streetwear and the wider creative landscape.
For its 30th anniversary, Jordan Brand has put together a celebration that brings the film’s most recognisable moments into the present. At the centre of it all is a new footwear and apparel collection, accompanied by a campaign and documentary series exploring how ‘Space Jam’ became a cultural phenomenon.
Naturally, the Air Jordan 11 takes centre stage. The silhouette, famously worn by Michael Jordan in the original film, returns in several new interpretations. Alongside a recreation of the original ‘Space Jam’ colourway, the collection introduces the “Magic Ball,” featuring a colour-shifting upper inspired by the Monstars, and the “Green Screen,” a vibrant design referencing the filmmaking techniques used to bring the animated world to life.
The anniversary treatment extends beyond sneakers, too, with Jordan Brand introducing a selection of clothing that revisits the film’s distinctive 1990s aesthetic. Varsity jackets, graphic T-shirts, basketball jerseys and relaxed essentials feature references to the “Tune Squad,” Monstars and other recognisable elements from the original production. A Lola Bunny jersey is another standout, bringing one of the film’s most memorable characters into the collection.
However, the anniversary does more than just revisit the past. Jordan Brand has also launched its new “Greatness Is Never Out of Reach” campaign, featuring basketball star Azzi Fudd, New York Yankees baseball player Aaron Judge, musician Rema and multidisciplinary artist Teyana Taylor. Inspired by the film’s famous final basketball sequence, the campaign explores ambition, individuality and the idea of stretching beyond perceived limitations.
Adding another dimension to the celebrations is ‘Space Jam: Beyond the Jam’, a six-part documentary series featuring Michael Jordan and individuals involved in the film’s creation. The project explores the stories behind the production and examines how a basketball movie developed into a lasting cultural reference point.
For CULTED, the trip to New York offered an opportunity to celebrate that legacy alongside Jordan Brand, reflecting how a film released three decades ago continues to resonate with new audiences. And while the sneakers and clothing provide a direct connection to the original film, the wider anniversary highlights something bigger. ‘Space Jam’ helped establish a blueprint for the crossover between athletes, entertainment and fashion that remains visible today.
Thirty years on, Jordan Brand is celebrating the past while introducing the next generation to a cultural moment that continues to influence what we wear, watch and create.
The Jordan Brand x ‘Space Jam’ anniversary collection begins releasing on November 5 via Jordan Brand selected retailers.
