History of the Air Jordan The beginning of the Air Jordan 1985: Adidas or Nike? – Michael Jordan...

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Transcript of History of the Air Jordan The beginning of the Air Jordan 1985: Adidas or Nike? – Michael Jordan...

Page 1: 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.
Page 2: 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.
Page 3: 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.

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 retirement from the NBA – Nike continues to

market Air Jordan with active NBA players• 2008: Large campaign around Air Jordan XX3 • Today: Many athletes in many sports part of “Jordan team”

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Stock Price History (87 – 10)

2000% Growth

1987 2010

Source: yahoo.com

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1. BRAND FOOTPRINT

2. PRODUCT POSITIONING

3. COMPETITIVE LANDSCAPE

Brand Management: Air Jordan

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1. BRAND FOOTPRINT

2. PRODUCT POSITIONING

3. COMPETITIVE LANDSCAPE

Brand Management: Air Jordan

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TIMELINE1985 20081987 87-92 92-96 97-98 99-00 2001 2005

“Will you be the one?”

“Who Says Man is Not Meant to Fly”

“ Much Respect to the Believers”

“Become Legendary”

“Let Your Game Speak”

“It’s all in the Imagination”

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Brand Footprint

Core Values:• Work Ethic• Transcendence• Aspirational

Personality:• Exclusivity• Stylish & Attitude• Boldly Courageous

Brand essence: • “Wearing Air Jordan’s makes me feel like a 6’0

Michael Jordan” – Chris Paul, New Orleans Hornets

Footprint

Positioning

Competition

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Drivers of Healthand Value

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17. Different18. Stylish19. Straightforward20. Up to Date21. Traditional22. Helpful23. Progressive24. Best Brand 25. Down to Earth26. Daring27. Intelligent28. Upper Class29. Eco-friendly30. Simple31. Trendy32. Glamorous

33. Healthy34. Charming35. Visionary36. Kind37. Energetic38. Leader39. Rugged40. Carefree41. Community Minded42. Gaining in Popularity

43. High Performance44. Worth More45. Socially Responsible

46. Social47. Sensuous48. Independent

1. Trustworthy2. Friendly3. Dynamic4. Unapproachable5. Distinctive6. High Quality7. Authentic8. Innovative9. Good Value10. Cares for

Customers11. Original12. Arrogant13. Fun14. Reliable15. Prestigious16. Unique

The 48 Image Attributes

Total: 28/48 Fit Jordan Brand

Footprint

Positioning

Competition

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PYRAMIDCBBE Pyramid

RESONANCE

SALIENCE

JUDGMENTS FEELINGS

PERFORMANCE IMAGERY

Zealous aboutFunctionality

HighestPerforming

Basketball Shoe

“It lets me play better”

Unseen Style, Color& Originality

“Elite, Exclusive, Rare”

“I feel like a 6ft tall Michael Jordan”

-Chris Paul

Footprint

Positioning

Competition

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• 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.

Score Board

“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.”

-Matt Powell, SportsOneSource.

Footprint

Positioning

Competition

Page 12: 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.

1. BRAND FOOTPRINT

2. PRODUCT POSITIONING

3. COMPETITIVE LANDSCAPE

Brand Management: Air Jordan

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TARGET MARKET

Basketball players, from NBA to young kids

Expansion from shoes to apparel line– Still targeting basketball players, but

also the fashion-oriented

Footprint

Positioning

Competition

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Pric

e

Perceived Benefit (style, performance)

COMPETITIVE POSITION (1985)

Footprint

Positioning

Competition

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Pric

e

Perceived Benefit (style, performance)

COMPETITIVE POSITION (2010)

Footprint

Positioning

Competition

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Footprint

Capsule/Elements

Positioning

Points of Parity

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

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Footprint

Capsule/Elements

Positioning

Points of Difference

First Signature Shoe

Finger print inside tongue of shoe

Not just a basketball shoe but a fashion statement

Exclusivity from owning a pair

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Managing Brand Over Time

Line

Ext

ensi

on

Category Extension

Bags

Basketball Shoes

Apparel

HatsBaseball Shoes

Football Cleats

Sneakers

Boxing Shoes

Jerseys

Footprint

Positioning

Competition

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Young and Rubikin

The 4 Pillars of Brand Health

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KnowledgeEsteemDifferentiation Relevance

*Healthy brands have greater Differentiation than Relevance

Footprint

Positioning

Competition

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1. BRAND FOOTPRINT

2. PRODUCT POSITIONING

3. COMPETITIVE LANDSCAPE

Brand Management: Air Jordan

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Footprint

Capsule/Elements

Positioning

Current Market

Jumpman75%

Nike20%

Adidas & Others5%

Market Share•3 out of 4 for basketball shoes sold are Air Jordans

“The Jordan brand has established itself as the

premium ‘designer’ brand in athletic footwear”

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

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Footprint

Capsule/Elements

Positioning

COMPETITION

Brands

Players

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A Few Members of the Jordan Team

Footprint

Capsule/Elements

Positioning

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Indifferent, No Emotional Bond

Deep Emotional Bond

Bare Bones Functionality

Exceeds Expectations

IMAGERY

PERFORMANCE

JUDGMENTS

RESONANCE

GROWING THE BRAND

Footprint

Positioning

Competition

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

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QUESTIONS AND

ANSWERS

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NEW COMPETITION