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
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”

3. Stock Price History (87 – 10)
2000%
Growth
1987
2010
Source:
yahoo.com

4. Brand Management: Air Jordan
1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE

5. Brand Management: Air Jordan
1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE

6. 1985
1987
87-­‐92
92-­‐96
97-­‐98
99-­‐00
2001
2005
2008
TIMELINE
“Become
Legendary”
“Let
Your
Game
Speak”
“Will
you
be
the
one?”
“Who
Says
“
Much
Respect
to
the
Believers”
Man
is
Not
Meant
to
Fly”
“It’s
all
in
the
ImaginaWon”

7. Brand Footprint
Footprint
Core
Values:
• Work
Ethic
• Transcendence
• AspiraWonal
Posi5oning
Personality:
• Exclusivity
• Stylish
&
Ahtude
• Boldly
Courageous
Compe55on
Brand
essence:
• “Wearing
Air
Jordan’s
makes
me
feel
like
a
6’0
Michael
Jordan”
–
Chris
Paul,
New
Orleans
Hornets

8. Drivers of Health
and Value
The
48
Image
Apributes
17. Different
33. Healthy
1. Trustworthy
Footprint
2. Friendly
18. Stylish
34. Charming
3. Dynamic
19. Straighjorward
35. Visionary
4. Unapproachable
5. DisWncWve
20. Up
to
Date
36. Kind
6. High
Quality
21. TradiWonal
37. EnergeWc
7. AuthenWc
22. Helpful
38. Leader
8. InnovaWve
23. Progressive
39. Rugged
9. Good
Value
Posi5oning
10. Cares
for
24. Best
Brand
40. Carefree
Customers
25. Down
to
Earth
41. Community
Minded
11. Original
26. Daring
42. Gaining
in
Popularity
12. Arrogant
13. Fun
27. Intelligent
43. High
Performance
14. Reliable
28. Upper
Class
44. Worth
More
15. PresWgious
29. Eco-­‐friendly
45. Socially
Responsible
16. Unique
Compe55on
30. Simple
46. Social
31. Trendy
47. Sensuous
32. Glamorous
48. Independent
Total:
28/48
Fit
Jordan
Brand
8

9. CBBE Pyramid
PYRAMID
Footprint
RESONANCE
“It
lets
me
play
beper”
“I
feel
like
a
6s
tall
Michael
Jordan”
-­‐Chris
Paul
JUDGMENTS
FEELINGS
Posi5oning
Zealous
about
Unseen
Style,
Color
FuncWonality
&
Originality
PERFORMANCE
IMAGERY
Highest
“Elite,
Exclusive,
Performing
Compe55on
Rare”
Basketball
Shoe
SALIENCE

10. Score Board
Footprint
• 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
Posi5oning
• 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.”
Compe55on
-­‐MaI
Powell,
SportsOneSource.

11. Brand Management: Air Jordan
1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE

12. TARGET MARKET
Basketball
players,
from
NBA
Footprint
to
young
kids
Expansion
from
shoes
to
Posi5oning
apparel
line
– SWll
targeWng
basketball
players,
but
also
the
fashion-­‐oriented
Compe55on

13. COMPETITIVE POSITION
(1985)
Footprint
Posi5oning
Price
Compe55on
Perceived
Benefit
(style,
performance)

14. COMPETITIVE POSITION
(2010)
Footprint
Posi5oning
Price
Compe55on
Perceived
Benefit
(style,
performance)

15. Points of Parity
One
of
many
Footprint
basketball
shoes
on
the
market
Capsule/
Elements
No
longer
the
only
signature
shoe
Posi5oning
Sold
by
Nike,
which
sells
many
lines
of
basketball
shoes
and
apparel

16. Points
of
Difference
Footprint
First
Signature
Shoe
Finger
print
inside
tongue
of
shoe
Capsule/
Elements
Not
just
a
basketball
shoe
but
a
fashion
statement
Posi5oning
Exclusivity
from
owning
a
pair

17. Managing Brand Over Time
Footprint
Sneakers
Bags
Line
Extension
Boxing
Shoes
Posi5oning
Football
Cleats
Apparel
Baseball
Hats
Shoes
Jerseys
Compe55on
Basketball
Shoes
Category
Extension

18. Young and Rubikin
The 4 Pillars of Brand Health
Footprint
Posi5oning
DifferenWaWon
Relevance
Esteem
Knowledge
Compe55on
*Healthy
brands
have
greater
DifferenWaWon
than
Relevance
1
8

19. Brand Management: Air Jordan
1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE

20. Current Market
Market
Share
• 3
out
of
4
for
basketball
shoes
sold
are
Air
Jordans
Footprint
Adidas
&
Others
5%
Nike
“The
Jordan
brand
has
20%
established
itself
as
the
premium
‘designer’
brand
Capsule/
in
athle5c
footwear”
Elements
Jumpman
75%
Posi5oning
Source:
hpp://bit.ly/g3jjeH
:
SportsOneSource

21. COMPETITION
Brands
Footprint
Capsule/
Elements
Players
Posi5oning

22. A Few Members of the Jordan Team
Footprint
Capsule/
Elements
Posi5oning

23. GROWING THE BRAND
Deep
EmoWonal
Bond
Footprint
RESONANCE
Exceeds
ExpectaWons
IMAGERY
Posi5oning
Bare
Bones
FuncWonality
PERFORMANCE
JUDGMENTS
Compe55on
Indifferent,
No
EmoWonal
Bond

24. 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”.

25. QUESTIONS
AND
ANSWERS