Jordan Brand Turns Its YouTube Channel Into Jordan TV With Space Jam Docuseries

Jordan Brand launches Jordan TV with Beyond the Jam, a six-part docuseries on the making of Space Jam, debuting on the brand's YouTube channel. The Hollywood Reporter first reported the launch, which marks the film's 30th anniversary.

Inside Beyond the Jam and the Warner Bros. Role

The first episode of Beyond the Jam arrives on the Jordan TV YouTube channel, with new episodes released each week. Warner Bros. worked with Jordan Brand on the docuseries, which features Michael Jordan in a rare on-camera appearance alongside Teyana Taylor, J Balvin and Jayson Tatum, as well as the late Eric Bauza, the voice of Bugs Bunny.

Jordan Brand CMO Caitlin Sargent described the film's influence in an interview with The Hollywood Reporter. "Space Jam really was more than a movie, it was a cultural movement and really changed the face of the entertainment industry, with an athlete like Michael coming in," she said. Sargent said the anniversary became the occasion to reposition the channel: "We wanted to use that as a moment to reposition this channel with the six-part mini doc, and the goal here was no doubt to to make sure that we were telling the untold stories of the making of Space Jam, but also the cultural impact it had."

Jordan Brand, the Nike-owned athletics brand known for its Jumpman logo, is recasting its YouTube channel as Jordan TV, which Sargent called "a one-stop shop destination for never been seen storytelling around product stories and experiences." She said the programming will sit at "an intersection of sport culture and sneaker culture," and that the brand is shifting toward less branded content. "If it feels like an ad, smells like an ad, it starts to fall a bit flat," she said.

Jordan's Partnerships Beyond Basketball

According to akta.pro company records, Jordan has launched a partnership with SKIMS, called NikeSKIMS, to expand its women's apparel and footwear presence, and partnered with LEGO to develop Jordan-branded kids' footwear and apparel. The same records describe continued exclusive product releases through the SNKRS app, and list Jordan as a sub-brand of Nike created with Michael Jordan.

Space Jam Tie-Ins Ahead of the Launch

Jordan Brand released the Air Jordan 11 "Magic Ball" on November 11 at 10 a.m. ET for $235, a colorway inspired by Space Jam's 30th anniversary, [Si] reported. Hypebeast reported that the Air Jordan 4 "Spotlight," a nearly all-black pair with faux-crocodile leather, releases January 15, 2027, for $215 via Nike SNKRS and select retailers. Hypebeast also reported the Air Jordan 3 Golf "Black Cement," an adaptation of the classic sneaker for the golf course, arriving January 16, 2027.

What Comes After the First Episode

Jordan Brand's Air Jordan 4 "Spotlight" reaches Nike SNKRS and select retailers on January 15, 2027, and the Air Jordan 3 Golf "Black Cement" follows on January 16, 2027, according to Hypebeast.