Space Jam fans have been waiting for this one. Turn it up.
The 1996 Warner Bros production which starred NBA superstar Michael Jordan is set to make a comeback on July 16th in theatres and on HBO Max, this time around featuring Lebron James. Space Jam: A New Legacy has also casted other big names such as Don Cheadle playing an evil AI, Zendaya as Lola Bunny, as well as major male and female basketball players Damian Lillard, Klay Thompson, Chris Paul, Anthony Davis, Diana Taurasi and Nneka Ogwumike.
The original film surpassed all expectations when it amassed a worldwide box office of US$230 million worldwide and US$1 billion in merchandise sales. Forecasters are already expecting the reboot to surpass the US$1 billion mark in revenue, predicting it will become the first post-Covid-19 hit film and this summer’s biggest fashion trend. And they’ve got reason to believe this. The studio has already partnered with over 200 brands to create merchandise, including some second-time collaborators such as Nike and Tommy Hilfiger.
In a recent interview with WWD, Hilfiger stated “The original movie was the first of its kind, where we saw sports, entertainment, music and digital technology come together in such an innovative way”. He went on to say “It was certainly a defining moment in the 90s, but even today the movie is a cult classic that people of all ages enjoy”. The designer plans to release a Tommy Jeans capsule collection alongside Looney Tunes characters this summer.
The sneakerheads will know the impact Michael Jordans’ Space Jam shoes have had. 25 years after the release of the Air Jordan 11’s Retro x Space Jam, they are till this day one of the most coveted sneakers. Nike will be releasing the shoes Lebron James wears in the reboot, and we know it’s already going to be an instant hit. A collection which will feature James, Bugs Bunny, Lola Bunny and the Goons will also be dropping.
Luxury department store Bloomingdales is also hopping on the Space Jam train, hosting pop-up shops which will sell everything from clothing to home accessories. Luxury swimwear label Vilebrequin is releasing a swimwear line just in time for summer.
As well as partnering with high end brands, Warner Bros will also be working with high street brands such as H&M, Crocs, Primark, PacSun, Gap, Forever 21, Hot Topic and countless others. Did we mention they’re also working with Pottery Barn?
And it doesn’t stop there. With an anticipated global success for its film, it’s only right that Warner Bros also partners with brands all over the world. In South America, designer Alexandre Herchocvitch is releasing a collection for his brand ÀLG. In Asia, A Bathing Ape is also releasing an exclusive line, bound to sell-out within minutes.
Last but certainly not least, James himself will be releasing a capsule collection tied to the film under his athletic-wear brand Uninterrupted. Though details are scarce about this last one, we cannot wait to see what the NBA star comes up with.
President of WarnerMedia Global Brands and Experiences Pam Lifford opened up about Space Jam being such a “cultural moment”. When asked about how she approached the biggest merchandising strategy of the year, she said “It’s about building the next generation of fans who are connected not only to Space Jam, but to Looney Tunes, because this is the underpinning of that franchise that’s been around for generations. The goal was to touch into some nostalgia brands and those we knew this generation could relate to”.
With countless collaborations, immense anticipation from an already huge cultural and nostalgic momentum, Space Jam: A New Legacy is already set to take over our lives. And we’re not mad about it.
Watch the full trailer for Space Jam: A New Legacy below.