Air Jordan Digital Strategy
Josh Ellis
ADV 420
New Media Drivers License
Client Overview
• Air Jordan debuted by Michael Jordan in 1984
• Released to public in 1985
• Annual additions
• Athletic ...
Strengths
• Recognizable brand
• Sponsors top athletes
• Owns majority of market share
Weaknesses
• Newer products aren’t as successful as their
retro products
• Poor digital strategy
• Negative connotation of...
Opportunities
• Expand into other sports
• Use social media as part of digital strategy
Threats
• Addidas
• Reebok
• Converse
• Puma
Target Market
• Male
• Athlete
• 14-24 years old
Key Performance Indicators
• Google Analytics
• Traffic to website
• Profits
Digital Strategy
• Twitter
• Facebook
• Youtube
• Instagram
Budget
• $2 Million budget
– Twitter: $500,000
– Facebook: $500,000
– Other social media: $400,000
– Mobile App: $100,000
...
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Air Jordan Digital Strategy

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This presentation shows the digital strategy for Air Jordan to become the most dominant product in the world and stay ahead of their competition.

Published in: Sports, Technology, Business
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Air Jordan Digital Strategy

  1. 1. Air Jordan Digital Strategy Josh Ellis ADV 420 New Media Drivers License
  2. 2. Client Overview • Air Jordan debuted by Michael Jordan in 1984 • Released to public in 1985 • Annual additions • Athletic shoes/apparel
  3. 3. Strengths • Recognizable brand • Sponsors top athletes • Owns majority of market share
  4. 4. Weaknesses • Newer products aren’t as successful as their retro products • Poor digital strategy • Negative connotation of Nike using sweatshops
  5. 5. Opportunities • Expand into other sports • Use social media as part of digital strategy
  6. 6. Threats • Addidas • Reebok • Converse • Puma
  7. 7. Target Market • Male • Athlete • 14-24 years old
  8. 8. Key Performance Indicators • Google Analytics • Traffic to website • Profits
  9. 9. Digital Strategy • Twitter • Facebook • Youtube • Instagram
  10. 10. Budget • $2 Million budget – Twitter: $500,000 – Facebook: $500,000 – Other social media: $400,000 – Mobile App: $100,000 – Youtube: $400,000 – Annual Maintenance: $100,000

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