In 1984, Nike revolutionized the sneaker market with the first Air Jordan. In its marketing high-end sneakers, Nike blew away the competition. Since then, prices have risen dramatically. After a short downturn in 2013, Air Jordan sales have charged back. AND by signing projected NBA superstar Zion Williamson, Nike’s plan for Air Jordans to keep booming in the future.
Click the image to read about Zion’s new Nike endorsement deal. And then read these posts (1, 2) for more on Nike’s recent company marketing prowess.
Air Jordan: Marketing High-End Sneakers
Recently, Business Insider presented two in-depth articles on the evolution of Air Jordan:
- Steve Jordan, “A Pair of Air Jordans Can Resell for up to $2,000. Here’s Why These Iconic Nike sneakers Are So Expensive.”
According to Askinasi:
“In 1984, Nike teamed up with Michael Jordan to launch Jordan Brand, a brand of shoes and athletic wear built around the player. At the time, Nike was a struggling brand selling running shoes with an idea to reinvent itself as a company for athletic stars.”
“Once Jordan was on board, he began wearing the brand’s shoes on the court. The first Nike shoe he wore in the NBA was the Nike Air Ship. The very first pair that he wore from his eponymous brand was called Air Jordan I. It caused a lot of commotion both on and off the court. Nike cofounder Phil Knight called the success of Air Jordan I ‘the perfect combination of quality product, marketing, and athlete endorsement.'”
“At first, Jordan was fined $5,000 for wearing the shoes, but instead of taking them off the court, Nike decided it was great exposure for the brand and chose to pay all of MJ’s fines so he could continue to wear the shoes.” Obviously, that was short-lived.
Now, look at this excellent video on the evolution of the Air Jordan.
2 Replies to “Marketing High-End Sneakers”
I actually am very involved in the sneaker community, so this article was very interesting to me. I remember when the Jordan brand started to increase production which lost a lot of interest from consumers, including myself. Nevertheless, it was a mistake that was able to be fixed and consumers are now still supporting the brand.
I do not know a lot about the sneaker industry and so I thought the Jordan brand first started with Air Jordan. I found it very interesting that he wore Nike Air Ship first before they created his shoe line.