Jordan Brand, a subsidiary of Nike, recently released a commercial called “RE2PECT” to pay tribute to retiring Yankees captain, Derek Jeter. A longtime sponsor of Jeter, Jordan Brand created the RE2PECT campaign to associate themselves with the respect and admiration the Yankees captain has earned from sports fans across the country.

The commercial features iconic New Yorkers Spike Lee, Jay-Z and Rudy Giuliani — and even a few classy Red Sox fans who tip their hats to Jeter.

The Jordan Brand built its brand on the images and accomplishments of legendary athletes such as Michael Jordan and Tiger Woods, both of whom appear in the commercial. But Derek Jeter was the first endorsed baseball player with the company when he signed in 1999, and respect for Jeter and his legacy ties in closely with respect for Jordan Brand. The RE2PECT campaign positions Jordan Brand as the best in its industry by evoking the achievements of Derek Jeter’s hall-of-fame career

Smart branding. We’ll tip our hats to that.