Since Jordan Brand's beginning, everyone wanted to “Be like Mike” creating the hype around the company. The brand was created to help a struggling company bring in profits eventually Jordan became an instant hit eventually becoming a top brand. Through Jordan brand's years they have outfitted young and professional athletes. The principles of evolving the brand, creative marketing campaigns, and using the history to bring sales helps the brand stay on top and allows it to sustain its popularity. Ever since the beginning of Jordan, creative marketing campaigns have been a Major part of the company. When Nike and Jordan first inked a deal in 1985 Jordan’s shoes received the title of “Banned” due to his shoes being banned by the NBA. This …show more content…
“The NBA banned the shoe from the league in response, but Jordan wore them anyway, racking up serious fines of up to $5000 a game. Nike, of course, was more than happy to pay these to keep the shoes on Jordan’s feet and in the public eye. All this controversy and Jordan’s spectacular numbers that year served to put the Air Jordan line on the road to becoming a household name.”( Air Jordan Shoes HQ Staff 1). As the company had released numerous models throughout the years appealing to most consumers generating sales , one concept Jordan succeeds in is their ability to have limited releases. “The brand brings in approximately 2.5 billion dollars in sales per year and has 58% of the market share. The shoes are often less available than they were during the time when Jordan was actively playing, and thus they have become even more sought after. Additionally, collecting sneakers has become a very popular hobby, and these are often …show more content…
“ Nike brand president Trevor Edwards said on yesterday's 2017 Q3 earnings call that the 2016 "Space Jam" Air Jordan XI release "was the largest and most successful shoe launch in the history of Nike."(Christian 1). In 2016 the Jordan 11 “ Space Jam” was Nike’s highest grossing shoe is Nike’s history as a company the shoes retailed for $220 and sold out in hours. The evidence given proves how Jordan’s marketing strategy of limiting the shoes to certain stores and in certain quantities has show it is a working model and thrives for the company. Throughout the years different marketing campaigns for different companies have worked but Jordan's repetitive marketing campaigns have shown successes through the