Air Jordan Brand
Marketing Strategy
Julian Delos ReyesADV420
The Brand
• Shoe and Apparel company– Both casual and athletic products
• Division of Nike created in 1985• Originally inspired and designed for Michael
Jordan• No longer just a basketball focus
The Appeal
• Appealing due to sponsorship and endorsements– Their “Team”
• History• Design
Challenges
• Newer products, not as popular as their older products
• Company relies heavily on rereleases (Retros) of Original models (OGs)
• Not embracing social media to it’s full potential• The brand does not do a good job of having a
“conversation” with the customers
Strategy
• Better their brand recognition• Improve market presence• Embrace social media– Utilize to the fullest
• Customer interaction– Conversation
Target Market
• Broad product lines– Men’s, Woman’s and Children’s
• Basketball, Baseball, Football, Track & Field and NASCAR
• Main target market is males ages 15-25– Usually involved in high school sports and possibly
college as well
Social Media
• More consistency across accounts– Facebook, Twitter, YouTube, blog– Consistently update• Release dates, special events, new products, etc…
• Conversation with customers• Mobile?– App, QR Code campaign
• Promotions?– Implement giveaway/contest campaigns
Advertising
• Utilizing both Google and Facebook Ads• Sample Ad:
Air Jordan Nike BasketballTake the court in the bestDesigned for the elite by the elitewww.nike.com/jumpman23
• Keywords used:– Air Jordan, Jordans, Michael Jordan
Measuring Success
• Google Analytics– Use to track traffic on all of their profiles
• Success comes from increase in page visits, likes, and follows
• Growth in these areas can ultimately drive profits
The Budget
• $1.5 million• Pays for the Google and
Facebook ads• Pays the salary of the
people maintaining the profiles
• Pays for the mobile app and QR development and maintenance
20%
20%
10%20%
20%
10%
Budget
FacebookTwitterMobileInternet Adsjumpman23Promotions
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