Air Jordan Research Paper

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,

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

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