Back in 1996, Michael Jordan captured his fourth NBA Championship on Father's Day. It was a moment made even more significant by the weight of who wasn't there to see it - his late father, James Jordan. That win wasn't just a trophy; it was a tribute. 

Thirty years on, Nike honours that memory with a twist on the iconic Bulls colourway, rendered in premium leather and layered with elephant print overlays that echo the textures of the locker room from that fated night. This one, as the name says, goes out to all the father figures who inspire us to keep chasing our dreams, and who cheer us on every single day. It's a sneaker with soul. And to tell its story properly, we knew we needed someone whose life embodies exactly that spirit.

For Herschelle, it came from a deeply personal place. Finding himself as one of the only dads in his friend group, he noticed the absence of spaces where fathers could build friendships, have honest conversations, or simply navigate the journey of raising children together.

What began as small coffee meetups between dads has since grown into a thriving community built around conversation, presence, and shared experience. In a world that often expects fathers to silently "figure it out," Not Just Dads makes room for vulnerability, learning, and intentional parenting. It's more than a dad group, it's a growing collective that reminds fathers they are not alone, while building meaningful moments for families and children along the way.

The connection between Not Just Dads and the Air Jordan 3 "World's Best Dad" runs deeper than a colourway. Both carry the same message at their core: that fatherhood deserves to be celebrated, not just expected. That showing up fully, intentionally, and with love  is the greatest thing a dad can do. For our campaign, we sat down with Herschelle and his one-year-old daughter to capture exactly that. The images and video that came from this shoot are a testament to what Not Just Dads stands for, and what this shoe was always meant to represent. Because at the end of the day, the best dads aren't just providers. They're present. They show up.