In 1976, Julius “Dr. J” Erving became the first professional basketball player to ever sign a sneaker deal. Now, at 74, he’s back with a new Rockport campaign.

In his first major brand deal in years, the comfort shoe brand is using artificial intelligence to reframe Dr. J’s legacy through a new lens using technology to “explore how decades of influence across sport, style and culture continue to shape his perspective today,” the company said.

While specifics on how the company used AI for the campaign were not disclosed, Rockport noted that the spot “pushes into new creative territory, leveraging AI-driven storytelling to render a personal, reflective portrait of an icon whose reach has always extended far beyond the game.”

“I’ve been an innovator since the day I stepped onto the court,” Erving told FN exclusively. “Back then, it was about pushing the game forward, moves like the rock-the-baby dunk, a new kind of creativity, a new kind of performance. Today, that same mindset applies to how I live and move through the world. My first car was a ’71, a real beater, but it got me everywhere. Now I’m getting around the world with AI, still evolving, still learning.

The basketball legend added that this campaign isn’t about looking back but rather taking his lived experience and moving forward. “Rockport fits into that journey in a way that feels natural, bringing together comfort, innovation and style for wherever life takes me next,” he said.

This is the latest from Rockport since it was scooped up by Authentic Brands Group in 2023 for an undisclosed sum. At the time of the deal, ABG signed a long-term licensing agreement with Marc Fisher Footwear, making it Rockport’s U.S. footwear partner that will oversee footwear design as well as wholesale and e-commerce operations.

In May, ABG signed a deal with Chapters Brand Group to distribute Rockport across the U.K. and Ireland. Under the terms of the agreement, Chapter will distribute Rockport men’s and women’s footwear across the regions.