Air Jordan Brand Essay

The Air Jordan brand is the leading brand in the shoe industry. It is owned by the famous Hall-of-Famer American basketball player, Michael Jordan, and Nike. The success of this brand started when the first pair of sneakers were first produced by Michael Jordan himself and he wore them in his basketball games. It has then evolved and grew as a company. At first, their target markets were only athletes. They were successful with earning the athletes’ support and now, it is worn by majority of the basketball players throughout the world. The company continued to grow and today, it is not only worn in the basketball court, but also in casual settings. In fact, famous celebrities like Chris Brown, Eminem, Jay-Z, and DJ Khaled, are known for their Air Jordan collection. They are often spotted wearing the pair of sneakers in their concerts, social events, and even just on casual days. The average cost of a pair of Jordan sneakers is $223 and not to mention that consumers even resell them at a higher price, usually $500 or even more. In fact, the very first model of Air Jordan sneakers is being auctioned with $20,000 (Edler, 2012). Despite of the high price of these sneakers, it is interesting how people still patronize this brand and

This principle takes effect every release of a pair of every model of Air Jordan sneakers. The company, despite their knowledge of the high demand of their sneakers, intentionally produces a limited amount of pairs. Thus, consumers patronizing this brand, especially collectors, are inclined to spend no matter how expensive it is, just to be able to get their hands in those shoes. People feel the “hype” to purchase the product and are willing to wait for hours in the long lines outside every Air Jordan brand retailer and virtual/online sellers. Every model is considered a limited edition and it sells out within hours upon