This year marks Space Jam's 20th anniversary, and in celebration Air Jordan is bringing back a full collection of sneakers and apparel inspired by the film and the story. But 20 years later the story might be even more important now that it was in the mid '90s. When Space Jam first premiered it was geared towards a young audience, mostly men and boys who represented the overlap between Saturday Morning Cartoons and March Madness. The target audience for the movie remains the same, but its first fans are now 20 years older. That raises a unique challenge for a brand that's trying to tell the story again: Michael Jordan means something different today than he meant two decades ago. He's not playing in the NBA anymore and instead represents a massive brand that has kids lining up for sneakers every week. So Jordan Brand is doing what it can to bridge that divide.