Telechargé par Ess Lou


Nike - Air Jordan
•Nike, originally known as Blue Ribbon Sports (BRS),
• Was founded by University of Oregon track athlete Phil Knight and his coach Bill Bowerman in
January 1964
• The Air Jordan is a brand of Nike basketball shoe named after Michael Jordan.
• Jordan signed an endorsement deal with Nike in 1984.
•Early in 1984, Nike was a struggling shoe company.
•The ‘ running shoe’ phenomenon of previous years was slowly dying and they needed a way to revitalize and
reinvent themselves
•Nike approached Michael Jordan for a celebrity endorsement as Nike saw something special in Michael
Jordan, though. They saw a chance, an opportunity.
•He was a champion with personality, charisma, and heart, and they were willing to put the company on the
line. They knew from the beginning that he would be a star and wanted to help him get there.
•Jordan, though, had other ideas. He had always preferred Adidas or the Converse shoes endorsed by North
Carolina Coach, Dean Smith, and hoped to sign on with either company.
Brand Birth
•Finally, after much persuasion from his manager and parents, the reluctant rookie agreed to fly to the Nike
headquarters in Portland, Oregon
•After seeing the shoes and presentation He is reported to have said, - "I can't wear that shoe, those are Devil
colors" - -Throughout the entire meeting Jordan was reported to seem disinterested and bored, but as he and
Falk left the meeting,
• Finally Jordan said to his agent, “ Let's make the deal."
• With those four words, the Air Jordan legacy was born.
•Nike signed Jordan to a $2.5 million deal for 5 years, plus royalties and other fringe benefits.
•Peter Moore created the first AJ Logo with a basketball with wings lifting it.
A Legacy (and a Controversy) is Born
Brand Denting
•The introduction of the Air Jordan I turned the athletic shoe industry upside down.
•Before the AJ I, most basketball shoes were white, but the bold black and red styling of the Jordan I flouted
this convention.
•The NBA banned the shoe from the league in response, but Jordan wore them anyway, racking up serious
fines of up to $5000 a game.
•Nike, of course, was more than happy to pay these to keep the shoes on Jordan's feet and in the public eye.
•All this controversy and Jordan's spectacular numbers that year served to put the Air Jordan line on the road
to becoming a household name.
Brand Up-gradation
•After winning 1986-87 Slam Dunk competition at Seattle Colliseum, the Jordan logo changed to the familiar
Jumpman logo of today,
•Reaction to the Air Jordan II, due in part to the high retail price, hadn't been stellar and designers Peter
Moore and Rob Strasser had left Nike to start their own company.
•Jordan was asked his suggestion to improve the current state of sales. He gave an advise of releasing matching
apparels along with the shoes
•Eventually the process of designing the shoes and matching apparel drew Jordan in and helped reinforce his
commitment to Nike.
•At Jordan's request, the Air Jordan III was a three-quarter cut basketball shoe made of high quality,
lighter than average materials.
•This non-standard approach to the process of designing basketball shoes led the Air Jordan III to rocket off
the charts with its popularity,
Brand Success
•Some of this success can be attributed to the fact that the shoes, from the Jordan III to the most
recent model, have always started with their namesake, Michael Jordan.
•The designers take his ideas, hobbies, and life into account and incorporate these feelings into the
•A number of Jordans have been designed after Jordan's cars and some of the more recent models,
like the Jordan XXI (Jordan 21) on the way, some wonder when the Air Jordan line will be
retired while others speculate that, in honor of the man,
•Series starts from Air Jordan I to the present Air Jordan XXI
Brand Departing
•Air Jordan Shoes were a part of the Nike, Inc. family until late in 1997 Nike unveiled a new marketing plan
and Jordan became its own sub-brand of Nike.
•To mark this change, the new Jordan Brand released the Air Jordan XIII, Air Jordan Team, and Air
Jordan Trainers.
•From this point on, Jordan Brand products no longer featured the Nike name or Nike Swoosh,
•And their only connection to Nike,Inc is a fine print address for Nike headquarters to be used for insurance
Brand Exit
•The Shoes Changed the World === - -Air Jordan shoes have consistently been among the best selling
basketball shoes since their creation in 1985.
•The Jordan brand is a household name and people of all ages and social strata line up eagerly for the release
of the latest model.
•the last Air Jordan will be the Jordan XXIII (Jordan 23).
•No matter what happens to the signature Air Jordan line, it's a good bet that the brand and its tradition of
quality, high-fashion basketball and athletic shoes will continue long after Air Jordans have retired.