Concept Lab // Air Jordan 12 “Fear”

Concept Lab // Air Jordan 12 “Fear”

It’s OK if you’re scared.

A profound message of self awareness, confronting your fears and being patient with your own process was the centrepiece of Jordan Brand’s “Look Me in the Eyes” advert from their 2008 from the Become Legendary campaign. In the revealing clip, Michael tells us about his one true fear is and how it became his motivation to succeed and surpass his own expectations.

The easiest explanation for the road to success success? Self belief, hard work and patience. Just ask Micheal: “I have something more important than courage. I have patience. I will become what I know I am.”




To this day, the campaign motivates me to an infinite level. It’s one of the rawest Jordan Brand and Michael moments I’ve encountered. It send a positive, reassuring message that it’s ok to be scared. We all are. Even Michael fucking Jordan is.

But take that fear and turn into your biggest strength — your motivation.

The entire concept is too profound for just the three sneakers that surfaced in 2013, so we think it’s time for another one to serve as a reminder that yeah — you’re ok.

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Air Jordan 12 “Fear”

From the HOUSE OF HEAT Concept Lab

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