Get your basketball on

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For over two decades, Nike's Air Jordan ads have explored pretty much every possible angle of Michael Jordan – the man and his incredible career. This was the problem facing execs when it came to promoting 2009’s incarnation of the trainer.

The answer was to focus the entire campaign around Leroy Smith, the guy who took the last spot on the Emsley A High school basketball team ahead of Michael Jordan, thus spurring the superstar-to-be onto his incredible successes. Or so the story goes.

A deliberately tacky website, registered by Nike, lists Smith’s (fictional) achievements in his own field of speciality – motivation. Visitors can watch a four-part documentary on Smith’s life – Leroy exposed – which is currently doing the rounds on You Tube too.

There is a sold-out back catalogue of his DVDs including hit titles Blind Mantis and Shuffle and Sweat, in which Smith explains his workout theory – effort multiplied by desire equals shuffle-ocity, as well as a couple of highly addictive video games to play. Visitors can even sign an online petition to get Leroy inducted into the NBA Hall of Fame!

Comedian Charlie Murphy plays the hapless Smith and blogs indicate there will be a slow reveal of his character by Nike. There are rumours of a possible appearance at the NBA finals. Expect to become well acquainted with Smith in the coming months.

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