Jordan- more than just a shoe brand 

The Early Days 

Air Jordan founded in 1985 is a shoe and appeal brand created by basketball star Micheal Jordan. it is a branch of the famous sports brand Nike. In 1984 the early production days was exclusively for Jordan but was then later on released for the general public. Since Air Jordan has evolved from being just a basketball shoe to a streetwear shoe made for everyday wear and tare. Air Jordan has ties with 21 active NBA players as well as sponsors with other leagues. During the early days the brand struggled when the NBA banned the shoe because it was violating the rule "51 percent" which basically means there was very little portion of the white colour. Luckily Nike was responsible to pay for this fine and later on made an advert which mentioned that the NBA can only ban the shoes in game but not outside and that customers can wear them anywhere. 

Product Position in the market 

Air Jordan's are superior shoes that offer the consumer- athlete both a high performance with high quality material with a stylish look. 

Swot analysis 

Strengths

• Promoted by the greatest basketball player to ever step foot on the court 
• Having a pair is status symbol 
• The logo is very recognisable, many people know what the Jumpman symbol looks like 

Weaknesses 

• Shoes are very expensive 
• Very hard to buy for retail as the shoes sell out almost instantly depending on the colour of the shoe. 

Opportunities 

• Air Jordan and Jordan have the ability to entice new athletes looking for their first endorsement 
• having the ability to continue to provide basketball shoes all over the world especially with the name that the shoe carries
• Continue to make loads of money

Threats

•  Other basketball stars creating their own shoes 
• Other shoe companies making basketball shoes with better technology 

Strategic direction 

Jordan provides premium, high quality shoes that add projection and improve performance. Classic sneakers are reproduced in limited supply, which adds to the perceived value of the brand. Air Jordan was the first signature shoe that had been created for an NBA basketball player. The shoes were considered advanced but their true value is recognised as a fashion statement. Their is a large target market from basketball to streetwear. 

Strategies and Action Plans 

The Phrase "Just Do It" makes the brand Nike Air Jordan easy to represent and comes to mind easily. it is simple yet effective as a value of customer service. The "Give and Go" service and receive another 5-10% increase in overall company revenue over the first year. Being able to measure revenue, the service brings in through sales commissions and initial fees, Jordans brand goal is to increase their overall revenue by at least 5%. With the application of multiple social media strategies, Jordan brand's goal is to build a complete database of over 500k people during the implementation.

References

• https://bleacherreport.com/articles/26306-air-jordan-the-best-sports-marketing-campaign-ever

• https://www.slideshare.net/julianavelinodelosreyes/air-jordan-brand-marketing-strategy

• https://hypebeast.com/2022/8/air-jordan-4-thunder-summer-2023-release-date