History of the Air Jordan

The beginning of the Air Jordan

1985: Adidas or Nike? Michael Jordan signs with Nike
Jordan ned for wearing shoes during NBA games
1988: Jordans inuence on brand grows with the Air Jordan III
1989: Air Jordan IV distributed worldwide (1st in the line)

Michael Jordans success = Air Jordans success

1992: MJ & Olympic Dream Team win gold in Barcelona
1993: Bugs Bunny in Air Jordan commercials
1998: Derek Jeter signs with Air Jordan

Keeping the brand relevant

2003: Michael Jordans nal reWrement from the NBA Nike conWnues to
market Air Jordan with acWve NBA players
2008: Large campaign around Air Jordan XX3
Today: Many athletes in many sports part of Jordan team

Stock Price History (87 10)

2000% Growth

1987
Source: yahoo.com

2010

Brand Management: Air Jordan

1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE

Brand Management: Air Jordan

1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE

1985

1987

87-92

92-96 97-98 99-00 2001

2005

TIMELINE

2008

Become Legendary
Let Your Game Speak
Will you be the one?
Much Respect to the Believers
Who Says
Man is Not
Meant to Fly Its all in the ImaginaWon

Brand Footprint


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Core Values:
Work Ethic
Transcendence
AspiraWonal

Personality:
Exclusivity
Stylish & Ahtude
Boldly Courageous

Brand essence:
Wearing Air Jordans makes me feel like a 60
Michael Jordan Chris Paul, New Orleans Hornets

Drivers of Health
and Value


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The 48 Image Apributes

1. Trustworthy
2. Friendly
3. Dynamic
4. Unapproachable
5. DisWncWve
6. High Quality
7. AuthenWc
8. InnovaWve
9. Good Value

10.Cares for
Customers
11.Original
12.Arrogant
13.Fun
14.Reliable
15.PresWgious
16.Unique

17.Dierent
18.Stylish
19.Straighjorward
20.Up to Date
21.TradiWonal
22.Helpful

23.Progressive

24.Best Brand
25.Down to Earth
26.Daring
27.Intelligent
28.Upper Class
29.Eco-friendly
30.Simple

31.Trendy

32.Glamorous

33.Healthy
34.Charming
35.Visionary
36.Kind
37.EnergeWc
38.Leader

39.Rugged
40.Carefree

41.Community Minded
42.Gaining in Popularity
43.High Performance
44.Worth More
45.Socially Responsible
46.Social
47.Sensuous
48.Independent

8
Total: 28/48
Fit Jordan Brand

CBBE Pyramid

PYRAMID

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RESONANCE

It lets me play beper

JUDGMENTS

Zealous about
FuncWonality
PERFORMANCE

Highest
Performing
Basketball Shoe

I feel like a 6s tall

Michael Jordan
-Chris Paul
FEELINGS
Unseen Style, Color
& Originality
IMAGERY

Elite, Exclusive,
Rare
SALIENCE

Score Board


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10.8 % share of the overall US shoe market.

Second biggest brand in the country
More than twice the size of Adidas share!

75% of basketball shoes sold in UN

86.5 % of all basketball shoes sold > $100.
The breadth and reach of this line will never be duplicated.
the next Michael Jordan isnt Harold Miner, Kobe Bryant or
LeBron James. There is no next Michael Jordan.

-MaI Powell, SportsOneSource.

Brand Management: Air Jordan

1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE

TARGET MARKET


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Basketball players, from NBA

to young kids

Expansion from shoes to
apparel line
SWll targeWng basketball players, but
also the fashion-oriented



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Price

COMPETITIVE POSITION
(1985)

Perceived Benet
(style, performance)



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Price

COMPETITIVE POSITION
(2010)

Perceived Benet
(style, performance)

Points of Parity


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Capsule/
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One of many
basketball shoes
on the market

No longer the only

signature shoe

Sold by Nike,
which sells many
lines of basketball
shoes and apparel

Points of Dierence


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Capsule/
Elements




Posi5oning

First Signature Shoe

Finger print inside

tongue of shoe

Not just a
basketball shoe but
a fashion statement

Exclusivity from
owning a pair

Managing Brand Over Time

Sneakers

Line Extension

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Bags

Boxing Shoes
Apparel

Football Cleats
Hats

Baseball
Shoes
Jerseys
Basketball Shoes

Category Extension

Young and Rubikin

The 4 Pillars of Brand Health


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DierenWaWon Relevance

Esteem

Knowledge

*Healthy brands have greater DierenWaWon

than Relevance
1
8

Brand Management: Air Jordan

1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE

Current Market


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Market Share

Nike
20%

Adidas & Others

5%

Jumpman
75%

Source: hpp://bit.ly/g3jjeH : SportsOneSource

3 out of 4 for basketball

shoes sold are Air Jordans

The Jordan brand has
established itself as the
premium designer brand
in athle5c footwear

COMPETITION


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Brands

Players

A Few Members of the Jordan Team

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GROWING THE BRAND

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Deep EmoWonal Bond

RESONANCE

Exceeds ExpectaWons

IMAGERY

Bare Bones FuncWonality

PERFORMANCE
JUDGMENTS

Indierent, No EmoWonal Bond

We have neither given, uWlized, received nor witnessed

unauthorized aid on this deliverable and have
completed this work honestly and in accordance to the
professors guidelines.

QUESTIONS
AND
ANSWERS