By now, I’m sure many of you have seen the RE2PECT video created by the Jordan Brand as a tribute to Derek Jeter and his final season as a professional baseball player. The video includes an eclectic cast from Michael Jordan, Tiger Woods, and Jay Z, to die-hard Yankees fans of all walks of life, to adamant lifelong Yankee haters, all tipping their hats as a sign of respect to Jeter as his storied and prolific career comes to a close.
The much-revered Jeter has been the archetype of success when it comes to Major League Baseball, both on and off the field. This campaign demonstrates that Jordan Brand, which Jeter has long endorsed, understands the profound relationship Jeter has with his audience and was able to not only capture that admiration but also make it viral with the use of branded hashtags #re2pect and #farewellcaptain.
The RE2PECT campaign was a phenomenal success across all channels and has received great reception from the public. With over 7 million views of the video on YouTube, and many millions more across major TV broadcasts, the ‘tipping of the hat’ has since gone viral as Yankee fans and antagonists alike have all joined in saluting Jeter by posting photos & videos on their own social media accounts.
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