"The Evolution of Nike Air Jordan"

PRODUCT AND BRAND MANAGEMENT

INDIVIDUAL ASSIGNMENT
SHARIKA SASIDHARAN
BRAND- NIKE ; PRODUCT – NIKE AIR JORDAN B3020
 NIKE

•Founded in 1964 by Bill

Bowerman and Phil Knight
•One of the world's largest
suppliers of athletic shoes and
apparel
•Headquarters in Beaverton,
Oregon
•Mission to bring innovation
and inspiration to every athlete
in the world
•Operates in more than 190
countries worldwide.
•Nike's current tagline is "Just
Do It".
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 Marketing Mix - Four P's:

•Product:
Nike shoes are known for their performance, style, and
innovation, and are available in a variety of categories such
as running, basketball, soccer, and more.
•Advanced technology and high-quality materials
•Provides comfort, support, and performance to athletes and
fitness enthusiasts
•Wide range of running shoes for various terrains and
activities
•Customization options through service

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 Price:
- Value-based pricing strategy: Nike Inc. considers consumer perception about the value of its products.
- Premium pricing strategy based on quality, performance, and brand reputation.

Place:
- Brick-and-mortar stores and online channels.
- Strong distribution network with partnerships with several retailers worldwide.
- Direct-to-consumer channel through retail stores and online stores.

Promotion:
- Inspiring and motivating athletes to achieve their goals.
- Uses various channels such as television, social media, and sponsorships.
- High-profile athletes and celebrities in campaigns.

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 SEGMENTATION
1.Demographic Segmentation:
•Age: Nike caters to customers of all ages, but its primary target market is young
adults aged 18-34.
•Gender: Nike offers shoes for both men and women, as well as gender-neutral
options.
•Income: Nike shoes are available at a range of price points, from affordable
options to premium products aimed at high-income consumers.
•Occupation: Nike caters to athletes, fitness enthusiasts, and people who value
style and comfort in their footwear

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 2. Geographic Segmentation:
•Nike is a global brand with a presence in over 190 countries. The company tailors its products to suit the
preferences and needs of customers in different regions.
•Nike may also segment its market based on factors such as climate, terrain, and local fashion trends.

3. Psychographic Segmentation:
•Lifestyle: Nike targets consumers who lead an active lifestyle, prioritize fitness, and value self-expression
through fashion.
•Personality: Nike caters to consumers who are confident, adventurous, and competitive.
•Values: Nike appeals to consumers who value innovation, sustainability, and social responsibility.

4. Behavioral Segmentation:
•Occasions: Nike produces shoes for various occasions, including running, basketball, soccer, and casual wear.
•Benefits: Nike shoes offer benefits such as comfort, performance, style, and durability.
•Loyalty: Nike has strong brand loyalty among consumers who identify with the company's image and values.

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 Unique Selling Proposition
Nike's unique selling proposition (USP) is its innovative design and technology that provide
superior performance and comfort to athletes.

•Innovative designs
•High-performance footwear
•Cutting-edge technology
•Quality and durability
•Research and development

Positioning Message: The company's positioning message is "Just Do It," which

emphasizes the brand's commitment to helping athletes achieve their goals.

•Nike Shoes are the best choice for athletes and sports enthusiasts who demand the highest level
of performance from their footwear.

•With innovative designs and cutting-edge technology, Nike Shoes provide excellent support,
comfort, and protection during physical activity.

•Nike focus on quality and durability ensures that Nike Shoes are built to last, giving you the
confidence to tackle any challenge.
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•Choose Nike Shoes for a superior athletic experience and a style that's always on trend. 7
 Michael Jordan - The Legend
•Michael Jordan, born on February 17, 1963, in Brooklyn, New York.
•College basketball success at the University of North Carolina, including the game-
winning shot in the 1982 NCAA Championship.
•NBA career with the Chicago Bulls, where he achieved legendary status.
•Known for his scoring prowess, defensive skills, competitiveness, and leadership on
the court.
•Signing with Nike in 1984 marked a groundbreaking moment in athlete
endorsements.
•In 1997, Jordan launched the Jordan Brand, a subsidiary of Nike, to produce his
signature line of sneakers, which has become one of the most iconic and successful in
the history of athletic footwear.
•His partnership with Nike led to the creation of the Air Jordan I, a sneaker that
revolutionized the industry.

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 Inception of Air Jordan (1984-1985)

•1 9 8 4 : M i c h a e l J o r d a n s i g n s a h i s t o r i c e n d o r s e m e n t d e a l
with Nike.

•T h e b i r t h o f t h e A i r J o r d a n b r a n d i n 1 9 8 5 w i t h t h e
release of the Air Jordan 1.

•D e s i g n e d b y P e t e r M o o r e , t h e A J 1 f e a t u r e d a b o l d a n d
distinctive look.
•T h e i c o n i c " W i n g s " l o g o d e b u t s , r e p r e s e n t i n g J o r d a n ' s
s o a r i n g c a r e e r.
•T h e A J 1 w a s i n i t i a l l y a v a i l a b l e i n t w o c o l o r w a y s : " B r e d "
(black and red) and "Chicago" (red, white, and black).
•N o t a b l y , t h e N B A b a n n e d t h e A J 1 d u e t o i t s n o n -
regulation color scheme, resulting in a $5,000 fine for
each game Jordan wore them. This controversy boosted
its popularity
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Expanding the Line (1986-1990)

•In 1986, the Air Jordan 2 was introduced, featuring Italian craftsmanship
and a luxury aesthetic.

•The AJ3 (1987) was a game-changer, designed by Tinker Hatfield, with

visible Air-Sole cushioning and the iconic elephant print.

•AJ4 (1989) introduced mesh panels and unique colorways, cementing its
place as a fan favorite.

•AJ5 (1990) featured reflective tongue details and a fighter jet-inspired

design.
•The brand expanded from basketball into the lifestyle market, attracting a
broader audience.
 The Global Phenomenon (1991-1996)
•The early '90s saw the release of the AJ6 to AJ11, often referred to
as the "Golden Era" of Air Jordans.

•The AJ6 featured a unique lace-lock system, and the AJ7

incorporated Huarache technology for improved fit.

•AJ8 introduced bold, cross-strapped designs.

•The AJ9 was released during Jordan's brief retirement period and
featured a unique "world" design.

•The AJ10 celebrated Jordan's career achievements.

•The AJ11 ("Concord" and "Bred") remains one of the most iconic
and sought-after sneakers in history.

•International demand for Air Jordans grew, making them a global

cultural phenomenon
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Post-Retirement and Legacy (1997-
Present)
•Despite Michael Jordan's retirement in 1993, the Air Jordan brand
continued to thrive.
•The "Space Jam" movie in 1996 featured the AJ11, boosting its
popularity.
•Retro releases of classic models, starting in 1994, allowed new
generations to experience the brand's history.
king.Jeter and entertainers like
•Collaborations with athletes like Derek
Travis Scott kept the brand fresh.
•The "Last Dance" documentary in 2020 rekindled interest in
Michael Jordan's career and Air Jordans.
•The brand remains a symbol of athletic excellence, fashion, and
cultural influence

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Evolution of the Nike Air Jordan Signature Shoe Sneaker Series: 1984-
2023Air Jordan I to Air Jordan VII (1985-1992)
•Air Jordan I: Debut model in 1985, designed by Peter Moore, featured Nike Swoosh and 'Wings.'
•Air Jordan II: Known as 'The Italian Stallion,' produced in Italy with a sleek design.
•Air Jordan III: Designed by Tinker Hatfield, introduced visible Nike Air bubble, 'Jumpman,' and
elephant skin styling.
•Air Jordan IV: Released globally in 1989, featured in popular culture and 'The Last Dance'
documentary.

Air Jordan VIII to Air Jordan XVIII (1992-2003)

•Air Jordan VIII: Released in 1992, known as 'The Punisher,' offered exceptional traction.
•Air Jordan IX: Inspired by baseball cleats, featured Nubuck leather accents.
•Air Jordan X: Released in 1994, designed for global market release.
•Air Jordan XI: Introduced patent leather mudguard, mesh upper, and carbon fiber spring plate.
•Air Jordan XII: Inspired by the Japanese rising sun flag, introduced gold-plated steel lace loops and
lizard skin pattern.
•Air Jordan XIII: Inspired by the black panther, featured cushioning and reflective details.
•Air Jordan XIV: Collaborated with Mark Smith, featured 14 'Jumpman' logos and took inspiration
from Ferrari.
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 Air Jordan XIX to Air Jordan XXXV11(2003-2022)
•Air Jordan XIX: Introduced laceless technology and took inspiration from the Black Mamba snake.
•Air Jordan XX: Celebrated 20 years of Air Jordan with futuristic design.
•Air Jordan XXIII: Featured intricate details and personal quotes from Michael Jordan.
•Air Jordan XXVIII: Introduced zip front design for responsiveness and lightweight feel.
•Air Jordan XXIX: Featured woven and animal print design, highlighted FlightPlate technology.
•Air Jordan XXX: Celebrated 30 years with a star constellation pattern and Eclipse Plate 2.0.
•Air Jordan XXXI: Blended modern tech with heritage design, featured interchangeable midsole.
•Air Jordan XXXII: Focused on comfort, tech, and style, offered both high and low-top versions.
•Air Jordan XXXIII: Introduced FastFit technology for the ultimate fit, was worn at the Tokyo
Olympics.
•Air Jordan XXXIV: Known for being the lightest model, featured transparent Eclipse Plate.
•Air Jordan XXXV: Celebrated the 30th anniversary of the Air Jordan V, featured Eclipse Plate 3.0.
•Air Jordan XXXVI: Blended retro inspiration with futuristic tech, celebrated MJ's championships.
•Air Jordan XXXVII: Inspired by Air Jordan VII and Huarache, featured double-stacked Zoom Air
units and Formula 23 cushioning.

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 Brand Elements & Logo

Original Logo: The early Air Jordan logo

featured wings and a basketball,
symbolizing Jordan's "flight" on the court.
•Evolution to Jumpman: In 1987, the
iconic Jumpman logo was introduced,
showcasing Jordan's signature slam dunk
pose.
•Jumpman's Impact: The Jumpman logo
became a symbol of excellence and style,
representing not only the brand but also
Michael Jordan himself.
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 Air Jordan's Impact on
Basketball and Fashion

•The AJ1's high-top design was innovative and provided

ankle support, setting a trend in basketball footwear.
•Its unique colorways and materials, such as the use of
premium leather, made it stand out.
•The "Bred" and "Chicago" colorways became iconic and are
still popular today.
•The NBA's ban on the AJ1 generated massive media
attention, contributing to its status as a cultural phenomenon.
•Michael Jordan's on-court success wearing Air Jordans,
including his five MVP awards, six NBA championships, and
numerous scoring titles, added to the brand's allure.
•Off the court, Air Jordans became a fashion statement, worn
by celebrities and influencers. 16
 Competitor Analysis

1. Adidas: 3. Under Armour: 6. Reebok:

- One of the primary competitors of - Gaining ground in the basketball market with
Nike Air Jordan. - A subsidiary of Adidas Group.
athlete endorsements like Stephen Curry.
- Known for its classic designs and
- Known for its Boost technology - Known for innovative sportswear technology.
and iconic collaborations, such as the
collaborations with celebrities and
Kanye West Yeezy line. designers.

- Strong presence in both sports and 4. New Balance:

lifestyle footwear. - Appeals to a niche market with its classic and 7. Luxury Brands (e.g., Gucci,
retro-style sneakers. Balenciaga):

- Focuses on comfort and quality. - Compete in the high-end sneaker

2. Puma: market with premium materials and
- Emerging as a competitor with craftsmanship.
collaborations like the Puma x Fenty 5. Converse: - Attract consumers seeking luxury
line with Rihanna. and exclusivity.
- Known for the iconic Chuck Taylor All-Star,
- Focuses on blending performance which has a strong cultural following.
and style in its products.
- Part of the Nike, Inc. portfolio.
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.
Marketing and Endorsements

1.Iconic Ad Campaigns: These campaigns played a pivotal role in

marketing Air Jordans. "Be Like Mike" was a Gatorade commercial
featuring Michael Jordan that encouraged fans to emulate his success on
and off the court. "It's gotta be the shoes" was a catchy Nike ad campaign
emphasizing the allure of Air Jordans. The "Mars Blackmon" campaign
featured filmmaker Spike Lee and added a humorous and relatable touch
to the brand.
2.Celebrity Endorsements: Air Jordan has collaborated with a wide
range of celebrities and athletes. Prominent figures like Kobe Bryant,
Drake, Travis Scott, Neymar, and others have lent their star power to the
brand, increasing its visibility and cultural relevance.
3.Collaborations with Artists: The brand has partnered with artists to
create limited-edition sneakers. Eminem's Air Jordan IV "Encore" and
Travis Scott's Air Jordan IV "Cactus Jack" are notable examples of how
artistic collaborations can create buzz and exclusivity.
4.Sponsorship of NBA Athletes: Beyond Michael Jordan himself, the
brand has sponsored other NBA superstars like Russell Westbrook, Chris
Paul, and Zion Williamson. This showcases its continued presence and
impact in professional basketball
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Major Events and Milestones
1. Sneaker Culture Impact:
1. Air Jordans have had an undeniable impact on the rise of sneaker culture.
The brand pioneered the concept of limited releases, fueling anticipation
and excitement among sneaker enthusiasts.
2. Sneakerheads, as collectors are often called, eagerly await each new Air
Jordan release. Many are known to camp outside stores for days in advance,
attesting to the fervor surrounding the brand.
3. The resale market for Air Jordans has grown substantially, with platforms
like StockX and GOAT dedicated to buying and selling rare pairs. Prices
can soar into thousands of dollars for coveted models, highlighting their
cultural significance.

2. Awards and Honors:

1. Air Jordans have received numerous industry awards, particularly for their
innovative design. Notably, the brand won the prestigious Council of
Fashion Designers of America (CFDA) Award for Menswear Design.
2. Beyond design, Air Jordans have earned honors related to their cultural
impact, with the Air Jordan I being inducted into the Sneaker Hall of Fame
for its iconic status.

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3.G l o b a l E x p a n s i o n :
• The Air Jordan brand has achieved remarkable international
expansion. Key moments include the opening of flagship
stores in major cities across the globe.
• Flagship locations, such as the Jordan Brand Store in Paris,
serve as showcases of the brand's global reach and cultural
influence.
4.I n f l u e n c e o n P o p C u l t u r e :
• Air Jordans have become an integral part of pop culture.
Iconic commercials, like the "Failure" ad that inspired
millions, demonstrate their impact on advertising.
• These sneakers have graced the big screen, with Michael
Jordan's Air Jordans playing a prominent role in the "Space
Jam" films.
• Their presence in music is undeniable, with numerous
references in rap lyrics, further solidifying their place in the
cultural zeitgeist

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5. Specific Collaborative Releases:

• Air Jordan has collaborated with renowned designers,

artists, and celebrities, resulting in highly coveted
releases. Notably, the partnership with Off-White and
Virgil Abloh produced the Air Jordan 1 "Chicago," a
groundbreaking design in sneaker history.

• The collaboration with Travis Scott led to unique

models like the Air Jordan 1 "Cactus Jack," known for
its distinctive detailing and popularity among fans.

• The Air Jordan brand also teamed up with Drake and his
OVO brand, creating exclusive releases that garnered
significant attention within the sneaker community.

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 Brand Primary Association

Brand Primary Association for Nike Air Jordan:

- Basketball Excellence: Nike Air Jordan is primarily associated with basketball excellence. It is
synonymous with the sport, thanks to Michael Jordan's legendary career in basketball.

Secondary Brand Association

Secondary Brand Associations for Nike Air Jordan:

- Fashion and Style: Beyond basketball, Nike Air Jordan has strong associations with fashion and
style. Its iconic designs and collaborations have made it a fashion statement.

- Athletic Performance: While the brand is fashionable, it maintains its roots in athletic performance,
ensuring that its products are not just stylish but also functional.
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Keller’s Brand Equity Period

Keller's Brand Equity Pyramid for Nike Air Jordan:

•Resonance: Nike Air Jordan has a dedicated following of sneaker

enthusiasts and basketball fans who feel a deep connection to the brand.
•Judgments: Consumers judge the brand positively for its style, quality, and
association with basketball legends.
•Feelings: The brand evokes feelings of excitement, aspiration, and nostalgia
among consumers.
•Performance & Imagery: Nike Air Jordan is perceived as both a high-
performance athletic brand and a fashion-forward lifestyle brand.
•Salience: The brand has high awareness and recognition globally.
 Brand Identity Prism (Kapferer’s)

•Physique: The physical characteristics of Air Jordan include iconic

designs, the Jumpman logo, and high-quality materials.
•Personality: The brand is confident, stylish, innovative, and culturally
relevant.
•Culture: It embodies basketball culture, streetwear culture, and a sense of
empowerment through athleticism.
•Relationship: Nike Air Jordan builds a relationship with consumers based
on aspiration, shared values, and a sense of belonging.
•Reflection: Wearing Air Jordans reflects individuality, self-expression,
and a connection to sports and fashion.
•Self-Image: Owning Air Jordans enhances one's self-image by aligning
with icons like Michael Jordan and contemporary culture.
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 Thank you

S H A R I K A S A S I D H A R A N​

b3020
MBA A
SEMESTER 2

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 History

LAUNCH CONTOSO REQUEST FUNDING PROCURE INVESTMENTS

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2020 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

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HIRE DESIGNERS OPEN OFFICES START DEVELOPMENT

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 Tips for businesses

Take risks to lead in product

innovation

No.
2
Listen to customers and learn what
they need

No.
3
Test with customers until you get the
product right

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