Michael Jordan makes more money than any other athlete through his shoe brand Air Jordan. The brand's key message is that wearing Air Jordans is essential to being considered a great athlete, which is understandable given Michael Jordan's success winning 6 NBA championships and awards. His digital strategy for the brand's success involves setting goals, mapping out a marketing plan, developing tactics, and measuring effectiveness. This includes spending on search engine, social media, and content marketing to generate hype around new shoe releases and expand the brand's reach.

1. How Michael Jordan makes more
money than any other athlete
Jazmyn Ewing

2. Michael Jordan
Air Jordan, is a shoe brand by a former basket ball player named Michael Jordan who retired in 2003. The companies key message is that in
order to be considered a great athlete you must wear this brand. The message is understandable because Michael Jordan is one of the best
athletes In the world. Winning 6 championships through 1990-1997, 6 MVP awards and 5 regular season MVP awards. As you can see in
this picture he is wearing the Jordan 11 concords, which ranges from $190- $300.
The best to do it.

3. Digital strategy
• Setting a goal
• Marketing map
• Development
• Effectiveness
The strategy behind making this brand so successful starts with, setting a goal, mapping it out,
developing how you will do it and seeing how effective it is. I will explain these in the next couple
slides.

4. Setting a goal.
The strategy behind making this brand so successful starts with, setting a goal, mapping it out, developing how you
will do it and seeing how effective it is. I will explain these in the next couple slides. My goals were to Increase social
media traffic, expand Air Jordan consumer exposure, and generate a broader hype around releases.

5. Marketing Map pt 1
Display Search
Engine
Social
Advertisin
g
Email Content Managing,
training
Total
$1,000 $2,000 $1,000 $500 $2,000 $3,500 $10,000
The first part of the marketing map is understanding how much you want to spend in
advertising, etc. Search engine, content and training being the most money spent
because they are the most important. Content will keep people interested, while the
managers and trainees should be able to read, understand and sell to the customer.

6. Development
For the search engine I would target keywords like, shoes, release, date, supreme, early, foot
locker, retro, popular, chicago, chicago bulls, athletic, athlete, basketball, best selection, legacy,
trend, legend, champion, league, finish line. This way we would get more people looking at Air
Jordans
Search Engine

7. Development
Call to Action
The second part of my marketing map, was my call to action pieces. All advertising would have this.
Some of them would read, Get in the game, or Step up.

8. Development
Social Media Channels
For all the social media having an email section on the app
and website for exclusivity on updates when certain shoes
come out, raffles, count downs, etc would be a great way to
being more hype to releases. Another would be to sell your
own shoes on these sites, where they would get 10% of
whatever they make from selling the Air Jordan shoe.

9. Social Media pt 2
We will begin to have promoters that will be ordinary everyday people who are Instagram famous or YouTube sensations
promote the brand on their platforms. Getting ordinary people to say how great these products are will bring in more of a
following from people who might think Air Jordans are strictly for a certain type of person. The way we will decide who we
will allow to promote our product is by their follow count, theme of social media page has to be style related and confident
in their own character, and active in some way, does not promote other brands, receives good feedback from audience so
we can tell people look up to this person.
Air Jordans can be for
anybody.

10. Effective-ness
I will know how effective my digital is by how many people sign up for emailing, who interacts
with the emails, How fast the shoe sells out, how many go on the app and click specifically on
the shoe release date count down, using clicks to determine how catching my headline was, or
just who was interested in the shoe. Follows and engagement on the website, app and our
Keep the people coming