The document outlines a brand purpose strategy for Jordan, aimed at authentically connecting with millennials and Gen-Z by emphasizing self-identity and lifestyle over traditional sports branding. It highlights the importance of understanding cultural dynamics and utilizing community-driven narratives to foster emotional connections with these audiences. The strategy suggests Jordan should align its messaging with the values of identity creators and subcultures to remain relevant and impactful in a rapidly evolving market.

1. 2022 BRAND PURPOSE STRATEGY
BRAND JORDAN

2. 1. EXECUTIVE SUMMARY
3. STRATEGIC APPROACH
- Audience
- Culture
- Category/Brand
- Opportunity (White Space)
- Superpower
4. NEXT STEPS & DISCUSSION
2. THE ASK
- The Challenge
- The Process
- The Answer
CONTENTS

3. Today, we are telling a different story. It is a story
that will witness the tales of a generation that simply isn’t going
to accept the world as it is—a story where consumers are opting
for experiences over things, morals over madness, and style over
excess.
It has become an impartial part of the American dream; a new
generation has unfolded. They are demanding more of a say and
looking for opportunities to seize the moment and do it
differently!
With Millennials and Gen-Z at the helm, the wanted need for
creative exploration over monotony has excelled this audience
through a catalyst of change. They are creating a mindset that
has enabled them to become modern-day alchemists, change-
makers, and creative connoisseurs (even when stuck at home
during the global pandemic).
This need to explore and evolve is reflective in every angle of
their lives, how they dress, products they consume, and purposes
they support.
A NEW WAVE

4. THE ASSIGNMENT
AT HAND

5. 5
DEVELOP A PURPOSE PROPOSITION
FOR THE JORDAN BRAND…
THAT AUTHENTICALLY CONNECTS TO
A NEW GENERATION WITHOUT
ALIENATING OUR CORE.
HOW DO WE:

6. IDENTIFY A SHARED MINDSET
LORIS
FRANKIE
RYAN

7. EMPATHIZE
CULTURAL SUPERPOWER PROCESS
DEPLOY
Experience Design,
Comms planning, and
media activation
ANALYZE
7
CULTURAL
SUPERPOWER
MEASURE
CREATE
Develop a deep
understanding of the
target audience- Need
states, cultural
dynamics, obstacles,
lived experiences
Analysis of brand
attributes, strengths,
shared values, etc.
Tracking, Analysis and
optimization
How we bring the
superpower to life:
Creative campaign
development
INTERSECT
HOW WE GET THERE?

8. YOUNG CONSUMERS HAVE BEEN
REMIXING THE JORDAN BRAND FOR
YEARS AND UTILIZING YOUR
COLORS, STYLES, NOSTALGIA AS
IDENTIFIERS OF SUBCULTURE AND
SELF EXPRESSION.
THE CULTURAL ID

9. JORDAN IS A “CULTURE
WITHIN ITSELF, AND A
SUBCULTURE WITHIN
SPORTS AND COMMERCE
THAT IS BEYOND
EXPLANATION.”
NEW MEDIA
YOGA
CREATOR
ECONOMY
NFT’S
WEB 3
FASHION
SNEAKER
CULTURE
STREETWE
AR
SPORT
SKATE
GAMING
SPORTS
BETTING
DANCE
ACTIVISM
BLACK
LIVES
MATTER
CLIMATE
STOP
ASIAN
HATE
WELL-
LEISURE
SPIRITUA
LIST
CANNIBAS
HUSTLE
GIG
ECONOMY
STARTUPS
CRYPTO
THRIFT
CULTURAL BARRIERS ARE
INTIMIDATING AND FORCE
PEOPLE TO INTERACT WITH NEW
AND DIFFERENT PEOPLE. THIS
ENABLES PEOPLE TO CREATE
SELF-IDENTIFYING UTOPIAS OR
WHAT MANY DEEM AS
SUBCULTURES.
SUBCULTURE AS A MEANS OF CONNECTION

10. PHASE 1 PHASE 2 PHASE 3
PHASE 6 PHASE 5 PHASE 4
Who exists within the
predominant culture?
• Who are the major players?
• What are the touchpoints or
things the audience needs to feel
safe to tackle these barriers?
Who maintains the
predominant culture, and what
benefits does this hierarchy
create?
• Acknowledge what cultural
barriers these hierarchies
have?
What are the cultural barriers?
• What needs to be done to tackle
these cultural barriers for a new
subculture survive?
What things need to be
accomplished to transition out
of the predominant culture?
• (Use these accomplishments as
a guide or manifesto to create
the ideal utopia or subculture
for this new audience?)
• Decide whom you would like to
exist within it?
SUBCULTURAL ANATOMY
Determine what the predominant
culture provides.
• What are its hierarchies?
• What audiences exist within it?
• What are the historical legacies?
Are there any guidelines you’d
like the subculture to maintain
that the predominant culture
didn’t provide?
• What moments and purpose
would you like to serve within the
subculture?

11. JORDAN CAN SHOWCASE STORIES FROM THESE UTOPIAS AS WALKING
TESTIMONIES OF TRIUMPH. ENABLING THE BRAND TO MAKE AUTHENTIC
CONNECTIONS.
(AT PRESENT NO BRAND HAS
SECURELY OWNED THAT
SPACE!)
11

12. 12
OUR VISION
FOR AN ICON

13. HOW CAN JORDAN FIT INTO AN EVOLVING CULTURE
AND WHAT IS THE IMPACT THE BRAND CAN CREATE?
13
CULTURE

14. BEYOND THE BINARY POLARIZING POLITICS GLOBAL REPARATIONS ACCESS ABUNDANCE
Coming of age through the
Obama era and experiencing
the political skepticism of the
Trump administration, Gen Z
has played witness to differing
opinions of what a divided
country is to become.
From the women's march to
reassessing abortion rights and
gender naming, this generation
has had a front-row to the flight
over our right to own our bodies.
Gen Z is the first generation
that will live first had what
the consequences are for a
world affected by a lack of
environmental investment.
Gen-Z thinks globally with
immediate access at
their fingertips.
14
GEN Z HAS COME OF AGE THROUGH WITH CONFLICTING IDEALS, AND A TIME OF GREAT PROGRESS AND SET BACKS
IDENTITY IS UNDER ATTACK

15. 15
MENTAL HEALTH
REVOLUTIONARIES
THE POWER OF CHOICE DIGITAL-FIRST GENERATION
80% of millennials believe that mental
health impacts physical health. This has
excelled them in addressing burnout
and removing the social stigmas around
mental health (especially in
workplace environments.
They want to acquire the wealth
of their predecessors without
being bound to the same rules,
contracts, or social obligations.
Millennials are at the forefront of
social activism and are shifting
their environments' emotional
impacts & intelligence. They are
creating a more humanized
approach that focuses on
creativity, transparency,
experience, and community.
ACCESS OVER OWNERSHIP
Millennials can remember a time
before social media and cell
phones and will look for solace
rooted in logic. Unfortunately,
they will not interpret information
solely based on rational thought.
MILLENNIALS BRING MORE RACIAL AND ETHNIC DIVERSITY THAN THEIR PREDECESSORS AND ARE STILL FEELING THE IMPACT OF THE GREAT RECESSION.
FLEXING THE POWER OF CHOICE

16. THE LAST FEW YEARS HAVE RENDERED AUDIENCES NUMB TO THE WORLD AROUND THEM.
Modern-day technology empowers these
choices (with creations such as the Meta-
Verse) and fuels their civil liberties (as seen
by the Great Resignation, Stop Asian Hate,
And the Black and Trans Lives.
Matter movements.)
Both Millennial and Gen-Z audiences seek
solace, safety, and spaces where they can
grow without restraints or conditions.
This has created a multiverse where
brands, experiences, or services that don’t
serve their needs; will be quickly eliminated.
DECONSTRUCTING CULTURE
SEEK REFUGE TECH EMPOWERED MULTI-VERSED

17. WHO ARE OUR PEOPLE AND HOW CAN WE
CONNECT TO THEM AUTHENTICALLY?
AUDIENCES

18. 63% OF MILLENNIAL AND GEN-Z
AUDIENCES CONSIDER
THEMSELVES AS CREATIVES, AND
AS A RESULT CREATE AND
CONTRIBUTE AT A HIGHER RATE
THAN ANY OTHER GENERATION.

19. FRANKIE
Wants to self define who they are in ways that
work for them regardless of social constructs.
RYAN
Wants to be valued by his presentation as it
dictates how he seen within his chosen circle.
Acknowledges limitations and has root
understanding of how things are but sees a wanted
need to shift the direction that impacts change.
LORIS
EACH ARE PUSHING FOR WAYS TO DEFINE THEMSELVES. WITHOUT LIMITATIONS AS FOR THEM THIS FRAME OF THOGUTH ISN’T A LIFESTSGE BUT AN ETHOS
IDENTITY CREATORS SEEK EXPRESSION OFF THE CUSP OF CHANGE

20. CURATORS OF CULTURE AND CREATING THEIR IDENTITY
ON THEIR OWN TERMS AND WANT ROOM TO EXPRESS
THEMSELVES WITHOUT SOCIAL BARRIERS.
WHAT IS AN IDENTITY CREATOR?

21. RYAN
FRANKIE
LORIS
IDENTITY
CREATORS
Culture Creator
(Future Consumer)
Sneaker
(Culture) Enthusiast
Cantilever
(Necessary Bridge)
THE CONNECTION OF THE IDENTITY
CREATOR IS A SHARED SENTIMENT
AMONG EACH ARCHETYPE.
JORDAN WILL HAVE TO ALIGN ITS
PURPOSE-DRIVEN CONTENT WITH
SUBJECTS THEY CARE ABOUT (THROUGH
LENSES OF THEIR SUBCULTURES).
SHARED MINDSET

22. “HIDE THE PURPOSE
IN THE PEANUT BUTTER.”

23. WHAT’S THE GAME PLAN?
CATEGORY/BRAND

24. •JORDAN WILL HAVE TO LEAN OUT OF A SPORTS-FUELED
ENVIRONMENT AND LEAN INTO LIFESTYLE-ORIENTED SUBJECTS TO
PUSH THE BRAND'S PURPOSE-DRIVEN CAMPAIGN INITIATIVES.
•IN ORDER TO EMOTIONALLY CONNECT, JORDAN WILL HAVE TO
ALIGN ITSELF WITH THE VALUES THESE UTOPIAN COMMUNITIES
HAVE CREATED.
•THIS MEANS LEAN INTO THE IMPORTANCE OF SELF IDENTITY, SAFE
SPACES, AND DECONSTRUCTING SOCIAL NORMS.
JORDAN WILL HAVE TO BECOME
MORE MULTIFACETED.

25. 25
BRANDS ARE REBUILDING THEIR PERCEPTIONS AROUND INCLUSION AND DIVERSITY DRIVEN INITIATIVES SO THAT THEY CAN EMOTIONALLY CONNECT.
COMMUNICATIONS-DRIVEN
INITIATIVES
SOCIETY-ORIENTED
INITIATIVES
BRAND MANAGEMENT-
DRIVEN INITIATIVES
TALENT MANAGEMENT-DRIVEN
INITIATIVES
Donating significant amounts to
organizations and initiatives fighting
inequality and systemic racism, or
have committed to award grants to
black-owned businesses.
Published statements to
express solidarity with
the black community.
Conducting reviews of their brand
identities or brand portfolio to
evolve or remove ‘brands with
racist origins’ and brands that
have reviewed their association
with social media platforms.
Work on your internal brand as
hard as you work on your
corporate and product brand.
MEETING CONSUMERS WHERE THEY ARE

26. PURPOSE
LIFESTYLE
PERFORMANCE PEOPLE
26
BRAND CENTRIC STYLE INDIVIDUALITY CONSUMER CENTRIC
UTILITY EXPERIENTIAL CIVIL ENGAGEMENT
HIGH-LEVEL
DISTINCTIONS
LOW-
LEVEL
SIMILARITIES

27. 1. Shift the narrative, with
softer approach to civil
engagement.
2. Insert civil engagement
subjects inside lifestyle
focused messaging.
3. Create (content) pillars of
impact that allow for later
optimization & measurement.
4. Partner with influencers
and known voices that
already have in
touch audience.
5. Develop an always on plan
that allows for a consistent
omni channel approach.
RUN
WALK
CRAWL
27
PURPOSE
LIFESTYLE
PERFORMANCE PEOPLE
Brand Centric Style Individuality Consumer Centric
Utility Experiential Civil Engagement
HIGH-LEVEL
DISTINCTIONS
LOW-
LEVEL
SIMILARITIES

28. WHERE IS THE OPPORTUNITY TO EMOTIONALLY CONNECT?
WHITE SPACE

29. BRAND ACTIVISM DOESN’T WORK
IF IT’S NOT ALIGNED WITH YOUR
COMPANY’S VALUES AND PREVIOUS
REPUTATION.

30. POSITIONING

31. CONSUMER
Brands are re-creating their identities around
diversity & inclusion, so they may build campaigns
that enable them emotionally connect with
consumer values.
COMPETITION
Jordan’s is not competition with sports brands, but
with like minded brands driving purpose driven work.
This will challenge the brand to be less performative,
and ensure its causes, leadership and campaign
initiatives reflect the audiences you aim to serve
Unlike their predecessors, Gen-Z and
Millennial audiences are unwilling to wait for
acceptance. Instead, as identity crafters and
(utopian) society makers, they will break a
system so that they can create something
sustainable or meaningful.
Audiences are seeking out elevated cultural
experiences that (even within limitations). This means
style and luxury have been redefined or co-opted
and no longer are confined by a price point.
Consumers understand Jordan
as a fashion utility!
However, Jordan must be in service
of the consumer, this means be in-
service of their identity vs being an
accessory to it.
THE OPPORTUNITY
WHERE IS THE WHITESPACE?
CULTURE
CATEGORY
BRANDS ARE REBUILDING THEIR PERCEPTIONS AROUND INCLUSION AND DIVERSITY DRIVEN INITIATIVES
SO THAT THEY CAN EMOTIONALLY CONNECT.

32. WHAT IS THAT SPECIAL THING THAT WILL DRIVE
THE BRAND’S AMBITION?
SUPERPOWER

33. Identity creators seek
expression off the cusp of
change, which enables the
creation utopian subcultures.
Jordan is a subculture within itself,
and s always played a role in the
creation of subcultures via style
and relevance.
CONDUIT
& AMPLIFIER
SUPERPOWER
IDENTITY CREATORS BRAND JORDAN
WHAT IS THE SYNERGY THAT WILL ENABLE JORDAN’S SUPERPOWER

34. JORDAN NEEDS TO LEAN INTO THEIR
SUBCULTURES AND CELEBRATE THE
UTOPIAS THAT THOSE SUBCULTURES
HAVE CREATED IN WAYS THAT MATTER TO
THEM.
NET:

35. BRAND STRATEGY
SUPERPOWER
Conduit of Identity.
Connect Jordan’s purpose identity creator's
mindset by supporting, strengthening ,and
investing in them far beyond the brand's
dimensions as tool, ally, and support system.
(Next step.)
BRAND PLATFORM
BRAND JORDAN
HAS NEVER BEEN
JUST ABOUT THE SHOE.
THE JOURNEY:

36. •COMMS STRATEGY
•CREATIVE EXPLORATIONS
NEXT STEPS

37. TO BE CONTINUED…
THANK YOU