Nike's Jordan brand is launching a social media campaign to mark the last season of New York Yankees baseball player Derek Jeters, who has been associated with Jordan for 15 years. Jordan is asking baseball fans around the world to share their support and admiration for Jeter by tagging social media posts with #RE2PECT, a unique hashtag that embeds Jeter's kit number into the word respect.
Jeter announced earlier this year that the 2014 season, the 19th season of his storied career, would be his last. Jeter was handpicked by basketball legend Michael Jordan to be the Jordan brand's first baseball brand ambassador, and he ended up becoming the brand's longest-tenured athlete. The Jordan brand hopes that the #RE2PECT campaign will enable baseball fans worldwide to celebrate Jeter's glittering baseball career and his status as a role model for young baseball players.