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A Market Analysis for
Air Jordan
Arianna Gomez
Full Sail University
Project & Portfolio II: Business and Marketing
September 22, 2021
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EXECUTIVE SUMMARY
This is a market analysis report for Air Jordan, a sneaker and athletic wear brand that
supports the Black community. This report will show who Jordan is and what actions are taken
to help the Black community. It shows how collectors and fans help contribute to the progress of
the community. At the end of the report, the recommendations for the brand are based on
reaching Generation Z through social media as the Black Lives Matter movement showed how
many people want to help the Black community.
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OBJECTIVE
The reason for this report is to continue to help shine light onto the Black community. All
the information is to show collectors and fans whose lives they change by supporting the Jordan
brand.
RESEARCH METHODOLOGY
Air Jordan is a sneaker and athletic wear brand, owned and
created by Michael Jordan, a basketball legend. For the Black
community, the Jordan brand delivers unique styles and colorways to
empower their history and stories. Through grants and scholarships made
by the Jordan brand, collectors and fans are contributing to the progress
of the community.
Jordan is a leader in the sneaker world as they signed with Nike, their parent company.
Nike has a net income, in 2021, of 5.727 billion USD (Yahoo, 2021) and a net profit margin of
44.8%.
Jordan is a family. “UNITE. Impossible Alone. Possible Together. Jordan is a
predominantly Black community, a family that moves together. Jordan has created communities
for young people who feel alone. Your story is a part of their story.” (Unite, 2021)
Jordan mainly targets Generation Z, both male and female, from the Black community.
Although Yeezy is Jordan’s #1 competitor, the difference is Jordan’s
drive to give back to the community. In 2020, Jordan promised to
“give out grants worth $100 Million within 10 years to fight against
systemic racism and Black voter suppression. The 3 main areas are
social justice, economic justice, and education awareness.” (Michael Jordan, 2020)
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Jordan has a strong meaning behind their brand. Jordan is inclusive within their workers
and helping the larger community. They do not shy away from hard conversations, instead they
create a platform to highlight those needed conversations. Jordan Real Talk, real conversations
about real issues leading to real solutions (Osei W.B.S, 2020) and short film ‘Why Not?’ to shed
light on setbacks the Black community is born into (Instagram, 2021). Black Lives Matter is a
huge part of Jordan’s fuel, to represent Black talent.
Jordan uses his sneaker colorways to tell history. His first shoe release, Air Jordan 1 High
‘Chicago’ 1985, tells the story where Jordan was finned
during the Chicago Bulls v. Philadelphia 76ers NBA
game for wearing Air Jordan 1’s. Every shoe tells a
different story. (Meyer, 2019)
CONCLUSIONS
Jordan, partnered with Nike, is currently in good standing financially, meaning continues
help for the Black community. Along the Black Lives Matter movement, seeing support
worldwide, Jordan is looking brighter. The world is more open-minded, wanting to help any
company that supports the Black community; therefore, Jordan’s revenue should continue to
increase. Especially with the sneaker world growing, attracting multiple generations.
RECOMMENDATIONS
Moving forward, Jordan should share the history of each colorway on social media
(Instagram, Twitter, TikTok, etc.) and a post card in each shoe box. As the sneaker world is
growing, sneakers are becoming trendy, where history is easily lost. Sneakers being the new
trend grows the revenue, but if the trend dies the history will die along with it because most
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buyers are not aware of what each shoe means. However, sharing the history of sneakers can
attract loyal customers who care to learn about Black history.
Generation Z is known to be the generation to challenge the world. Educating an
accepting generation can set up Jordan for success because the following generations will follow.
Therefore, using social media to share the history is the perfect place to reach Generation Z,
being able to repost to slowly reach the whole world.
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REFERENCES
Instagram. (2021, June 22). Why Not?
https://www.instagram.com/p/CQbeItgnoqG/?utm_medium=copy_link
Meyer, J. (2019, August 15). History of NIKE: Timeline and facts. TheStreet.
https://www.thestreet.com/lifestyle/history-of-nike-15057083.
Michael Jordan and Jordan brand announce initial partners for $100 million, 10-year
commitment. Nike News. (2020, July 29). https://news.nike.com/news/michael-jordan-and-
jordan-brand-announce-initial-partners-for-100-million-10-year-commitment.
Osei, W. B. S., & Writer, S. O. C. F. (2020, October 3). Jordan Brand Announces New Social
Activism series 'Real Talk'. Highsnobiety. https://www.highsnobiety.com/p/jordan-brand-
real-talk-series-announcement/.
Unite. air.jordan.com. Air.Jordan. (n.d.). https://air.jordan.com/unite/#intro.
Yahoo! (2021, August 31). Nike, inc. (NKE) stock price, news, Quote & History. Yahoo!
Finance. https://finance.yahoo.com/quote/NKE?p=NKE.
IMAGES:
https://images.app.goo.gl/gqQfL4MCwSSajXH96
https://images.app.goo.gl/Uvu5Bk1QfsVrBUsw9
https://images.app.goo.gl/JGgcHtxddLe8ZhBX9
