Spike Lee Revives Mars Blackmon to Celebrate Knicks Championship

The New York Knicks secured the 2026 NBA Championship in a dominant 4-1 series victory over the San Antonio Spurs, marking the franchise’s first title in 53 years. In the immediate aftermath of the historic win, legendary filmmaker and superfan Spike Lee reached out to an old adversary and collaborator, Michael Jordan, by reviving his iconic character, Mars Blackmon.

Lee, who famously portrayed the sneaker-obsessed Blackmon in his 1986 film She’s Gotta Have It, pulled out his phone to leave a voicemail that bridged the gap between the past and the present. “Yo Mike, what’s up? It’s Mars Blackmon. I know it’s been a long time, we haven’t talked in a minute. The New York Knicks are world champions, call me back. Orange and blue skies!” Despite the celebratory nature of the call, Jordan did not pick up.

The Mars Blackmon character became a cultural phenomenon when Nike enlisted Lee to appear in a series of commercials alongside Jordan starting in 1988. The partnership, defined by the catchphrase “It’s gotta be the shoes,” helped elevate Air Jordan sneakers into a global cultural staple. Given that Jordan spent much of the 1990s dismantling the Knicks’ championship aspirations, the voicemail carried a weight that transcended a standard celebratory gesture.

In anticipation of the Knicks’ deep playoff run, Jordan Brand gifted Spike Lee a custom, one-of-one Air Jordan 3 in “Knicks” colors. The sneaker featured premium blue leather, orange and white elephant print, and the signature Mars Blackmon logo on the heel. Furthermore, the brand has confirmed that the Air Jordan 3 “Do The Right Thing” is set to return on March 27, 2027, further cementing the enduring legacy of the collaboration between the filmmaker and the basketball icon.

The ad campaign, which ran from 1988 through the mid-1990s, remains one of the most influential marketing efforts in sports history. By blending the gritty aesthetic of Lee’s films with Jordan’s unparalleled on-court dominance, the duo transformed the perception of basketball footwear. Decades later, the connection remains as strong as ever, with the recent championship win serving as the latest chapter in their storied history.