With its good design it makes the customer to buy it

1. Air Jordan Brand
Marketing Strategy
Julian Delos Reyes
ADV420

2. The Brand
• Shoe and Apparel company
– Both casual and athletic products
• Division of Nike created in 1985
• Originally inspired and designed for Michael
Jordan
• No longer just a basketball focus

3. The Appeal
• Appealing due to sponsorship and
endorsements
– Their “Team”
• History
• Design

4. Challenges
• Newer products, not as popular as their older
products
• Company relies heavily on rereleases (Retros) of
Original models (OGs)
• Not embracing social media to it’s full potential
• The brand does not do a good job of having a
“conversation” with the customers

5. Strategy
• Better their brand recognition
• Improve market presence
• Embrace social media
– Utilize to the fullest
• Customer interaction
– Conversation

6. Target Market
• Broad product lines
– Men’s, Woman’s and Children’s
• Basketball, Baseball, Football, Track & Field
and NASCAR
• Main target market is males ages 15-25
– Usually involved in high school sports and possibly
college as well

7. Social Media
• More consistency across accounts
– Facebook, Twitter, YouTube, blog
– Consistently update
• Release dates, special events, new products, etc…
• Conversation with customers
• Mobile?
– App, QR Code campaign
• Promotions?
– Implement giveaway/contest campaigns

8. Advertising
• Utilizing both Google and Facebook Ads
• Sample Ad:
Air Jordan Nike Basketball
Take the court in the best
Designed for the elite by the elite
www.nike.com/jumpman23
• Keywords used:
– Air Jordan, Jordans, Michael Jordan

9. Measuring Success
• Google Analytics
– Use to track traffic on all of their profiles
• Success comes from increase in page
visits, likes, and follows
• Growth in these areas can ultimately drive
profits

10. The Budget
• $1.5 million
• Pays for the Google and
Facebook ads
• Pays the salary of the
people maintaining the
profiles
• Pays for the mobile app
and QR development
and maintenance
20%
20%
10%
20%
20%
10%
Budget
Facebook
Twitter
Mobile
Internet Ads
jumpman23
Promotions