Air Jordan Brand

Marketing Strategy

Julian Delos ReyesADV420

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

The Appeal

• Appealing due to sponsorship and endorsements– Their “Team”

• History• Design

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

Strategy

• Better their brand recognition• Improve market presence• Embrace social media– Utilize to the fullest

• Customer interaction– Conversation

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

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

Advertising

• Utilizing both Google and Facebook Ads• Sample Ad:

Air Jordan Nike BasketballTake the court in the bestDesigned for the elite by the elitewww.nike.com/jumpman23

• Keywords used:– Air Jordan, Jordans, Michael Jordan

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

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

FacebookTwitterMobileInternet Adsjumpman23Promotions