Hail to the King of Sneakers: Michael Jordan Nike Air Jordan Retro Time (A social media-loaded, marketing campaign, success story) by Kevin Levin & Charles Desmangles

Author:Kevin Levin & Charles Desmangles
Language: eng
Format: epub
Tags: Michael Jordan, The Jordan Brand, Michael Jordan's Nike Aire Jordan Retro, Basketball, Basketball Business, Standout players, Business textbook, Jordan Athletic Footwear, Jordan Athletic Apparel, Michael Jordan Sneakers, Jordan Basketball Team, Jordan Basketball Charlotte Hornets, Jordan Car Company, Jordan Athletic Gear, Jordan
Publisher: Business EdPublisher
Published: 2017-07-29T00:00:00+00:00

Nike’s marketing team must have been very proud of their efforts to place their top gear in the hands of consumers all over the country and the rest of the world. As Nike became a very bold marketer, Michael Jordan became a human marketing piece too. By then, he was and remains a walking, talking billboard that just happens to be a spokeman for Nike. His talent also sold his product. Nike was determined to market Michael Jordan. At the same time, Michael Jordan knew that he had to market himself and the products and companies he represented. He knew that he had to be a role model. He was always a well-dressed, well-mannered, good natured and respectable person. He knew he did not have to join the group of players whose body was covered with tattoos. To become a worldwide icon, he had to stay above the fray.

It was clear that at that point Nike was ready to promote the Air Jordan line and later the AIR FORCE and AIR FLIGHT lines. The commercials that aimed at glorifying Jordan and showing his humble, down-to-earth personality also sold the Air Jordan shoes. Nike was raking in the cash. Some industry insiders reported that Nike made over $4 Billion during that time. Some of the commercials showed Jordan doing things that young as well as old people would dream of doing. Jordan was soaring through the air. He gave the audience the impression he was hung from the sky. Yet, in the background, his fans could hear the chorus, “If I could be like Mike..” From the sky, Jordan would dunk the basketball. For sure, Nike was able to turn Michael Jordan into the athlete of any age group. The company started producting sizes from infant and up. In the 1990s, Nike’s AIR JORDAn sneakers became the bestselling and most popular basketball shoes on the market. Nike was eclypsing its competitors, Adidas and Reebok. Actually, there was no competion.

Even after Jordan retired from basketball, his brand, The Jordan Brand, continued to be successful. It’s worth noting that The Jordan Brand is a separate business unit from the Nike Brand. Jordan had long become a brand by himself. All the fans wanted to see what Jordan was wearing and doing all the times. After all, Jordan became their dream. The fans were ready to buuy the product he endorses. In so doing, the consumers felt that they could come a little closer to their hero.

Nike’s retro collection brought back Jordan’s past shoes which sold very well despite their high price. Nike even sold Jordan’s college gear such as shoes, shirts, and shorts. While bypassing the market penetration stage, the Jordan Brand went directly to the most profitable stage. It is worth taking a look at the top athletes that side with the Jordan Brand and the Nike team.

Some of the top athletes that side with the Jordan Brand are: Bake Griffin, Kawhi Leonard, Jimmy Butler, Russel Westbrook, Chris Paul, Derek Jeter and Carmelo Anthony.

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