Jordan Brand owns 71% of the US basketball shoe market and brings in over $1 billion in annual revenue despite Michael Jordan retiring from the NBA 8 years ago. Jordan's immense popularity on social media with over 14 million Facebook fans helps drive the success of the Jordan Brand. Expanding endorsements to more athletes in different sports could help the Jordan Brand reach new demographics and markets.

1. Jordan Brand
Jordan Brand is a brand of footwear and athletic apparel designed by Nike
orginally for former NBA star and world icon, Michael Jordan.
Jordan Brand currently owns a 71% market share of the United States
basketball shoe market and brings in annual revenue of over 1 billion dollars.
Adidas comes in a close second at 3%.
Despite Michael Jordan playing in his final game 8 years ago, his name is still
as relevant as ever and his business is booming.

2. Jordan Brand
Social media has a lot to do with Michael Jordan’s popularity today and will
continue to play a large roll in the success of the Jordan Brand for years to come.
Jordan’s Facebook page has 14.3 million fans which is the 4th highest amongst all
athletes. The Michael Jordan fan page would be a great place to not only reflect
on Michael Jordan’s highlights as a player, but also market his brand to a very
large demographic.
Michael Jordan was arguably the greatest player to ever play the game of
basketball. He made clutch play after clutch play on his way to 6 NBA finals
championships. The Jordan Brand motto “Become Legendary” is a very fitting
theme for the Jordan Brand. Michael Jordan was not only a great player but is a
role model for millions of people all over the world. By insinuating that you can
become legendary like Michael Jordan by purchasing his apparel is a pretty
powerful message that a lot of people have bought into.

3. Jordan Brand
Jordan Brand could do a better job of marketing and advertising on
Facebook. The main Jordan Brand page doesn’t even have 1 million
fans, as opposed to Michael Jordan having over 14 million fans.
They could offer deals or promotions as well as build a lot of hype for
highly anticipated releases of a particular shoe.
They could build more relationships with their fans this way

4. Social Media
Despite the immense popularity of the Jordan Brand. Its presence on social
media sites such as Facebook and Twitter are not as visible as you might think.
The facts are, Jordan Brand does not need a strong social media presence to sell
their product. Simply the name Michael Jordan takes care of any brand
recognition problems.
As far as the Jordan Brand presence on Twitter, it is pretty much non existent.
This is primarily because there are plenty of stores out there on Twitter that do
the advertising for Jordan Brand. I believe that Jordan Brand or Michael Jordan
himself having a Twitter account may do more harm than good. During Michael
Jordan’s career there was no such thing as Facebook or Twitter which allowed
him to avoid the microscope that athletes today are under. This contributed a lot
to the likeability of Michael Jordan today. If Michael Jordan or the Jordan Brand
were to inadvertently post anything offensive on a Twitter account they could
potentially lose millions of fans and a lot of money.

5. Plan to Expand
As mentioned in the previous slide, it is not imperative that Jordan Brand have
a visible presence on the social media front. The name Michael Jordan alone
sells enough merchandise for them.
How Jordan Brand can expand however is by expanding its reach to other
sports and demographics. Jordan Brand endorses a stable of athletes in
various sports such as Derek Jeter in baseball or Ray Allen in basketball. They
could also expand their reach by endorsing popular athletes in NASCAR and
even women’s professional sports such as tennis or basketball. This could
empower a large number of women to support Jordan brand in their support
of women’s athletics and gain a large number of new fans.
By getting a team of the best athletes in every sport, Jordan brand could
expand its reach to more people in more countries all over the world.

6. Jordan Brand
The success of the Jordan Brand should continue to consist of how many new
loyal customers they can get and retain in different demographics.
Jordan Brand has established itself in the basketball, baseball, and football
market. I think they need to use more of their marketing budget to market to
other sports and other demographics in an attempt to expand their brand and
increase revenue.
Basketball season is when Jordan should see a lot of their revenue. Jordan always
releases new basketball shoes around the time high school and college basketball
starts. Jordan Brand should be actively marketing more than they would at any
other time during the year because this is when a lot of people are in the market
for basketball shoes and apparel.

7. Jordan Brand
Jordan Brand shoes and apparel typically sell on the high end. Shoes usually
run anyone from around $100-180. With an extremely large and loyal
following Jordan Brand could charge essentially any price they wished within
reason and their shoes and apparel would still sell.
One knock on the Jordan Brand is that their shoes are not very durable
when worn as an everyday basketball shoe. Jordan Brand needs to address
this as an issue and make the necessary adjustments in terms of how they
shoe is made and manufactured. People do not necessarily buy Jordan’s as
basketball shoes but for those who do their durability leaves a lot to be
desired. I think it would go a long way if Jordan would make an effort to
advertise a stronger more durable shoe to the high school and college
athlete demographic and would further strengthen their image.

8. Jordan Brand
Jordan Brands presence on search engines is everywhere. Every store
that sells Jordan’s is listed when you simply type “Jordan” into Google.
When you type in “Basketball Shoe” Jordan is also very prevalent.
TV Ads is a big marketing avenue for Jordan Brand and should continue
to be.

9. Jordan Brand