words // Brandon Richard
Along with the 2003 launch of the Air Jordan XVIII came the "What Is Love?" campaign, a series of print ads and commercials that summed up Michael Jordan's legendary playing career and his unparalleled love of the game. Eighteen different "Love Is..." ads were printed, taking us on a journey from Michael's 1984 debut to his D.C. curtain call.
On April 16, 2003, Jordan played his final game against the Philadelphia 76ers at the First Union Center. His real "Last Shot?" A free throw that didn't really make too much of a difference in a blowout loss on the road. Still, it was Michael Jordan playing his last game, and the Sixers faithful made sure to show their appreciation with ovations and cheers any chance they got.
The finale of the "Love Is..." print ad series honed in on this moment. "Love is playing every game as if it's your last," with Michael pictured seated in the Black/Sport Royal colorway of the Air Jordan XVIII. He actually finished up in White/Royal, but point made nonetheless.
For the XX8 Days of Flight, take a look back at the final "Love Is..." XVIII print ad. Would you like to see the model re-released in the near future?