ipl-logo

Air Jordan Research Paper

790 Words4 Pages

The Jordan brand is one of the hottest brand of shoes and athletic apparel in the sport industry and they are second biggest brand in the shoe market; they are now bigger than Nike’s merged rivals, Adidas and Reebok. Michael Jordan made a lot of money playing for the Chicago Bulls, but the Jordan brand is primarily responsible for the majority of his earnings. This all started with Michael Jordan’s original sneaker deal with Nike in 1984, which Nike generates roughly $2 billion in revenue and leaving Jordan $100 million annually in brand royalties (http://www.forbes.com/profile/michael-jordan/). Through Michael Jordan’s success in the NBA, the Jordan brand has climbed the brand building pyramid to firmly establish its presence, relevance, …show more content…

These shoes are released with a limited supply and usually run anywhere around from $100-180. Since the supply is low and hard to obtain, consumers will sacrifice time and comfort, on top of money to buy the shoes. Personally, I have seen my peers in high school, wait overnight to buy the newest sneakers. The rarity of certain shoes causes customers to want the prestige and ability to say, “I have the limited edition.” Since Air Jordans carries such value, due to it’s limited quality, regardless of the price, the status and sign of wealth which comes with owning the shoes causes customers to save up and buy more …show more content…

The Jordan brand’s way of gaining customer loyalty first starts out with the individual customer. Gaining loyalty from such a huge audience that the Jordan brand has entails taking the customers believe that they are wearing the best shoes and that their shoes are the best brand amongst the rest. No other brand can associate or relate as close to the basketball player, Michael Jordan, than Air Jordans. The brand backed up by the name Michael Jordan, an all time legend of basketball, has a startling force which no other brand does, which can be seen in the profits Jordans bring in for Nike. Their brand association, reflecting on Michael Jordan’s basketball career, gives a sense of personal connection to the

Show More
Related
991 Words | 4 Pages

Jim Jones was a cruel cult leader with a long, successful career and an idea that ultimately led to the deaths in Jonestown. James Warren Jones was born on May 13, 1931, in Crete, Indiana. Jim Jones was described as a weird kid, and he would usually hold funerals for small animals, Jim even stabbed a cat to death when he was ten-years-old. At around this time, Jim Jones began visiting churches. Jim Jones was also very intolerant of racial discrimination and had African American friends that weren’t allowed to come over.

Read More
610 Words | 3 Pages

The sport of basketball, and more specifically, the National Basketball Association has some very talented superstars. However, there is one unique skillset or attribute that is likely the most sought after in a player. This particular skill sets the average star apart from the rest. Some hall of fame caliber players who exemplify this trait are Michael Jordan, Kobe Bryant, and Magic Johnson. The skill these players possess is the ability to make game winning plays in critical situations, when time is running out; this is often referred to as being clutch.

Read More
798 Words | 4 Pages

One of legend successful person that everyone knows is Michael Jordan. He had the one of greatest talent in sport, he had support from his family, friends, and coach but all that would have meant nothing if he did not work hard and hustle. When you are reading Michael Jordan story, you are probably striving for excellence on your business and in life like Jordan did on Basketball court. Weather you are sports lovers or not you can learn a great things from him. There are 3 tips from Michael Jordan’s life which you can apply in what you want to pursuits 1.

Read More
1338 Words | 6 Pages

Walking into any sports store, the shelves will be filled with Nike brand and it’s basketball subsidiary Air Jordan sneakers and products. For decades, the Air Jordan brand has came out on top in sales against competitors. But, during its early years, Nike was struggling because their sales were slowly dying. At the time Michael Jordan was a rookie and was introduced to the brand in the hopes of him signing a deal to join Nike and put them back on top. Michael Jordan himself, was already gaining media attention for his act on and off the court.

Read More
797 Words | 4 Pages

The Jordan Brand is attempting to communicate with its audience that when becoming a legend by understanding that it is not about the shoes that you wear rather than what you do in them. When doing this, they show star athletes performing during their high school and college years to the narrator 's words. During this clip, the narrator is Michael Jordan. This analysis explains how the Jordan Brand attempts to show their audience the rhetorical vision when becoming legendary, through fantasies in their ad "It 's not about the shoes". Within this ad, there were several fantasies that the Jordan Brand incorporated.

Read More
920 Words | 4 Pages

The hype grows as a result from the intentionally low supply of each sneaker released by big sneaker companies. Due to the popularity of the sneakers in today’s market, sneaker culture opens an opportunity for the sneaker collectors and comes up with the idea of the resale market that led to the impressive growth of the secondary market for sneakers. The sneaker trend has been around ever since when sneaker companies started associating with recognizable sportsmen as a brands’ ambassadors, and use the concept of celebrity endorsement. “Branding really took off during the post-World War I era when shoe

Read More
1252 Words | 6 Pages

Nikes revenue for football started off as $40 million dollar business and grew to a 1.5 billion business in just 15 years. The CEO put a new strategic management in place when they decided to partner up with the Brazilian National Team. They decided to market towards 13 year old football players and fans and aimed to build that culture. The change of the target segment, they believed that the target gave them a different opportunity to grow as they hoped to have exciting new products and marketing methods. Nike kept growing and taking the opportunities at each world cup to keep expanding.

Read More
1254 Words | 6 Pages

In 1985, Michael Jordan teamed up with Nike and established Jordan Brand. In his article, “The Jordan Impact”, Kenneth Cortsen highlights how Jordan used his success on the court to help his marketing for his brand as well as others brands. For example, Cortsen quotes Graeme Turner who states that “one year after signing Michael Jordan for Gatorade’s “Be like Mike” promotion, Gatorade’s annual revenue had increased from $681 million to over $1 billion(Cortsen, par. 5). Through Jordan’s impact on his brand and other brands, it was evident he was making a serious impact on the realm of

Read More
726 Words | 3 Pages

The first Converse All Star shoes was made in the middle 1900 as a shoes for basket ball players. In the 1920 Chuck Taylor turned into the representative for Converse and for the following couple of decades the Converse tennis shoes was the main shoes in basket ball. During the 1960 to 1970 the tennis shoes started to move from games footwear to easygoing footwear and turned into an image for the cheap and grime cultures. after sometime converse launch the denim ,t-shirts cap and everything related to sports. and they got success as well

Read More
794 Words | 4 Pages

People are going to desire that same shoe or product. Nike creates a idea in the audiences mind to go get the shoe that the celebrity is wearing. Nike draws consumer in with role models. Nike ethos is very effective towards the

Read More
784 Words | 4 Pages

Goals Nike focuses on pursuing opportunities and improving their product to enhance the human potential. Thereby they create product, services and experiences for athletes helping them overcome limitations such as climate and road types. Core Competency and Sustainable Competitive Advantage Nike’s have maxims to help Nike employees to create better products and provide better services for the customers. Henceforth creating better customer value compared to companies.

Read More
789 Words | 4 Pages

The legendary position that Nike enjoys today has been achieved through attractive and innovative design, high quality production and effective marketing strategies. There are very many marketing strategies that the company has put in place to make sure that its products appeal to different segments of the market.

Read More
1301 Words | 6 Pages

Consumer behavior towards Nike products Marketing is collaborating the value of a product, service or brand to customers, as a driving force to promote or sell that product, service or brand. Marketing procedures and skills embrace selecting target markets by carrying out a market analysis and market segmentation, as well as taking into account the consumer behavior and advertising a products value to customers. Marketing is the utmost vital aspect of developing and enlarging your business, and is a speculation that will recompense for itself over and over again. The term “marketing mix,” was first devised by Neil Borden, the president of the AMA (American Marketing Association) in 1953.

Read More
702 Words | 3 Pages

Nike has sustained positive revenue in a worldwide market focusing on a healthy and active lifestyle. For the past 3 years Nike has gained a gross profit ratio of 8.73% in fiscal of 2013, 10.28% in fiscal of 2012, and 8.28% in 2011 . Thus showing the financial power Nike has, well the firm holds a net income of 2.5 billion in the fiscal year of 2013. Nike’s largest product category is footwear, representing over 55% of the companies revenue. Nike uses their financial resources ability to obtain large advertising plots, whether it is a commercial on television, advertisements on the Internet, or product promotion in athletic facilities.

Read More
1424 Words | 6 Pages

Nike has managed to shift their Manufacturing unit into Asian country’s were the labor is cheap to be exact wages of USD1 an hour were so little as one-tenth of those given in the US. No wonder that a pair of shoes which were sold for $150 in 1991 is made by indoasian women who were 58 cents a day but the situation has started to change and due to that reason the company has managed to minimize cost of production and not only double triple the the revenue as comparing to the year 1996. Finally we come up with promotion and advertising campaigns which became a grand success not only because they introduced sportspersons , they also introduced innovative ideas and wise strategies and the image of the Product, due to this process we can say that Nike targeted a huge no of audience and created a Prestigious brand which will be easily available for average people . they also came up with great tag lines such as ‘there is no finish life’ , and in the 1980 they changed it into “ JUST DO IT “ these quotes of tag lines are considerd very simple but very attracting and extremely encouraging for the customers .

Read More

More about Air Jordan Research Paper

Related Topics

Open Document