History of the Air Jordan

The beginning of the Air Jordan • 1985: Adidas or Nike? – Michael Jordan signs with Nike • Jordan fined for wearing shoes during NBA games • 1988: Jordan’s influence on brand grows with the Air Jordan III • 1989: Air Jordan IV distributed worldwide (1st in the line)

Michael Jordan’s success = Air Jordan’s success • 1992: MJ & Olympic “Dream Team” win gold in Barcelona • 1993: Bugs Bunny in Air Jordan commercials • 1998: Derek Jeter signs with Air Jordan

Keeping the brand relevant • 2003: Michael Jordan’s final reWrement from the NBA – Nike conWnues to market Air Jordan with acWve NBA players • 2008: Large campaign around Air Jordan XX3 • Today: Many athletes in many sports part of “Jordan team”

Stock Price History (87 – 10)

2000% Growth

1987 Source: yahoo.com

2010

Brand Management: Air Jordan

1. BRAND FOOTPRINT 2. PRODUCT POSITIONING 3. COMPETITIVE LANDSCAPE

Brand Management: Air Jordan

1. BRAND FOOTPRINT 2. PRODUCT POSITIONING 3. COMPETITIVE LANDSCAPE

1985

1987

87-­‐92

TIMELINE

92-­‐96 97-­‐98 99-­‐00 2001

2005

2008

“Become Legendary” “Let Your Game Speak” “Will you be the one?” “ Much Respect to the Believers” “Who Says Man is Not Meant to Fly” “It’s all in the ImaginaWon”

Brand Footprint

Footprint

Posi5oning

Compe55on

Core Values: • Work Ethic • Transcendence • AspiraWonal

Personality: • Exclusivity • Stylish & Ahtude • Boldly Courageous

Brand essence:

• “Wearing Air Jordan’s makes me feel like a 6’0 Michael Jordan” – Chris Paul, New Orleans Hornets

Drivers of Health and Value

Footprint

Posi5oning

Compe55on

The 48 Image Apributes 1. Trustworthy 2. Friendly 3. Dynamic 4. Unapproachable 5. DisWncWve 6. High Quality 7. AuthenWc 8. InnovaWve 9. Good Value 10. Cares for Customers 11. Original 12. Arrogant 13. Fun 14. Reliable 15. PresWgious 16. Unique 17. Different 18. Stylish 19. Straighjorward 20. Up to Date 21. TradiWonal 22. Helpful 23. Progressive 24. Best Brand 25. Down to Earth 26. Daring 27. Intelligent 28. Upper Class 29. Eco-­‐friendly 30. Simple 31. Trendy 32. Glamorous 33. Healthy 34. Charming 35. Visionary 36. Kind 37. EnergeWc 38. Leader 39. Rugged 40. Carefree

41. Community Minded 42. Gaining in Popularity 43. High Performance 44. Worth More 45. Socially Responsible 46. Social 47. Sensuous 48. Independent

8 Total: 28/48 Fit Jordan Brand

CBBE Pyramid

PYRAMID RESONANCE

Footprint

Posi5oning

Compe55on

“It lets me play beper” JUDGMENTS

“I feel like a 6s tall Michael Jordan”

-­‐Chris Paul FEELINGS Unseen Style, Color & Originality IMAGERY

Zealous about FuncWonality PERFORMANCE

Highest Performing Basketball Shoe

“Elite, Exclusive, Rare” SALIENCE

Score Board

Footprint

Posi5oning

Compe55on

• 10.8 % share of the overall US shoe market. – Second biggest brand in the country – More than twice the size of Adidas’ share!

• 75% of basketball shoes sold in UN • 86.5 % of all basketball shoes sold > $100. “The breadth and reach of this line will never be duplicated. … the next Michael Jordan isn’t Harold Miner, Kobe Bryant or LeBron James. There is no next Michael Jordan.”

-­‐MaI Powell, SportsOneSource.

Brand Management: Air Jordan

1. BRAND FOOTPRINT 2. PRODUCT POSITIONING 3. COMPETITIVE LANDSCAPE

TARGET MARKET

Footprint

Posi5oning

Compe55on

Basketball players, from NBA to young kids Expansion from shoes to apparel line – SWll targeWng basketball players, but also the fashion-­‐oriented

COMPETITIVE POSITION (1985)

Footprint

Posi5oning

Compe55on

Price

Perceived Benefit (style, performance)

COMPETITIVE POSITION (2010)

Footprint

Posi5oning

Compe55on

Price

Perceived Benefit (style, performance)

Points of Parity

Footprint

Capsule/ Elements

Posi5oning

One of many basketball shoes on the market

No longer the only signature shoe

Sold by Nike, which sells many lines of basketball shoes and apparel

Points of Difference

Footprint

Capsule/ Elements

Posi5oning

First Signature Shoe

Finger print inside tongue of shoe

Not just a basketball shoe but a fashion statement

Exclusivity from owning a pair

Managing Brand Over Time

Footprint

Posi5oning

Compe55on

Sneakers

Line Extension

Boxing Shoes Football Cleats Baseball Shoes Jerseys Basketball Shoes Hats Apparel

Bags

Category Extension

Young and Rubikin
The 4 Pillars of Brand Health

Footprint

Posi5oning

Compe55on

DifferenWaWon Relevance

Esteem

Knowledge

*Healthy brands have greater DifferenWaWon than Relevance 1 8

Brand Management: Air Jordan

1. BRAND FOOTPRINT 2. PRODUCT POSITIONING 3. COMPETITIVE LANDSCAPE

Current Market

Footprint

Capsule/ Elements

Posi5oning

Market Share Adidas & Others 5%

• 3 out of 4 for basketball shoes sold are Air Jordans “The Jordan brand has established itself as the premium ‘designer’ brand in athle5c footwear”

Nike 20%

Jumpman 75%

Source: hpp://bit.ly/g3jjeH : SportsOneSource

COMPETITION

Footprint

Capsule/ Elements

Posi5oning

Brands

Players

A Few Members of the Jordan Team

Footprint

Capsule/ Elements

Posi5oning

GROWING THE BRAND

Footprint

Posi5oning

Compe55on

Deep EmoWonal Bond RESONANCE

Exceeds ExpectaWons

IMAGERY

Bare Bones FuncWonality

PERFORMANCE JUDGMENTS

Indifferent, No EmoWonal Bond

We have neither given, uWlized, received nor witnessed unauthorized aid on this deliverable and have completed this work honestly and in accordance to the professors’ guidelines”.

QUESTIONS AND ANSWERS