The Pros And Cons Of Air Jordan

One man's action in 1985 took a fashion trend and turned it into a global phenomenon, that one company took full advantage of It., Nike. Nike created the "Air Jordan Brand" with Michael Jordan's actions in 1985. Phil Knight the creator of Nike looked at Jordan’s actions as an opportunity to boost the "Sneaker culture" in which it did. Michael Jordan is now the first athlete to be pronounced a billionaire. Michael Jordan's "Air Jordan Brand" has impacted communities, families and the economy as well as fashion itself. The "Sneaker Culture is a global phenomenon that other companies have took advantage of.

Nike, Inc. sought professional athletes to endorse their athletic shoes and in 1985 contracted with Michael Jordan. Michael's success in sports and his endorsement of a personalized Nike brand brought in over $100 million in the first year (Kotler & Keller, 2009). Nike has continued to market successfully with their "Just Do it" campaign and their targeting women athletes.

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“People are more likely to pay attention to a TV commercial if one of their favorite players is talking, than they would be if the owner of the company was the star” (Miller). It is the association with the known and likeable character which may attract people to follow celebrity endorsements. It may also be the association with success which the athlete is characterizing. Whatever the case may be, Miller gives tips of what marketing companies look for before persuading a player with an endorsement:

Michael did win his first slam dunk contest in them though. It was also the first Nike shoe to not have the Nike logo on it. The Air Jordan III was a very successful shoe. It was the first shoe to have the Jumpman logo that we know today. It was also much hyped up because Spike Lee and Nike made many commercials about it with Michael and Spike’s fictional character Mars Blackmon in them.

https://en.wikipedia.org/wiki/Basketball_uniform Basketball History By:Mily Albjerg Basketball Uniforms C.O. Beamis was the first basketball team it was created by Canadian James Naismith (1861-1939) created basketball in November 28,1839. Basketball shorts were short until 1984 when Michael Jordan asked for longer ones. The best selling basketball shoe were of all time were Michael Jordan’s Air Jordan. Michael Jordan has his own shoe-line called Air Jordan:He makes about $60 million every year in Nike and Jordan brand royalties.

Nike Company started in 1984, in Portland Oregon by Tinker Hatfield, a former pole-vaulter and architect. Hatfield worked his way into the shoe industry. He got his idea from Converse’s in the early 1970’s slogan, Limousines for the Feet. In Hatfield believe our culture have a lot of interest in shoes, just as much as our culture back in the 1950’s were interested in owning cars. They began introducing their Nike shoes and products to the society by images of people and things like the production of the Nike Air Jordan. This product was named after Michael Jordan. Michael Jordan is the best basketball player and biggest star at that time. In advertisement, Michael Jordan would show us a quick lay up to the goal

After winning the University of North Carolina the 1982 NCAA Championship, several footwear brands had their eyes on Jordan, looking to make him the new face of their sportswear lines. After signing with Nike at a yearly contract of $500,000 a year, Jordan had become the highest paid athlete in a matter of weeks. Only being rivaled by James Worthy’s $150,000 per year contract with New Balance. Phil Knight, Nike’s president and co-founder, allowed Jordan to build his shoe from the ground up, something that wasn’t being done by other companies at the time. The Nike Air Ship was the first Nike model for Jordan, yet after playing only a few games in the shoe he wanted to make adjustments.

(Footlocker.com) His own shoe, with his own logo, designed specifically for him by Peter Moore was worn every game after being signed. Every game he wore a pair of Air Jordan’s he was fined $5000, but Nike paid for the fines. The Jordan 1 the first Air Jordan’s made were the most expensive basketball shoe at $65. Another 5 shoes designed later the Jordan 6’s were made. Michael wore the Infrared 6’s to his first championship win. Skipping up to the 9’s being made Michael retired to play baseball, but the shoe line went

     Michael Jordan has star power that bridges age, race, and socioeconomic class. Nike understands this aspect of the popular superstar and decided to give him his own clothing line named Jumpman23. It is the most popular form of sports apparel available and the white logo that adorns each article of apparel is known worldwide. Michael Jordan is arguably the most loved and respected athlete of this generation, thus the ad for this company depicted in ESPN The Magazine takes advantage of his immense popularity. In an attempt to expand the companies influence Jumpman23 uses professional baseball player Derrick Jeter to send its message and promote its apparel. In the essay “Absolution for Sale,” Charity

Kanye West and his brand “Yeezy” are one of the biggest names in the sneaker industry. In fact, Kanye West has a song referring to how he has “Jumped over the Jumpman”, Jumpman of course referring to the brand Air Jordan, but is it true? Is Kanye West and Adidas brand Yeezy more popular today than Michael Jordan’s signature shoe line? The Jumpman is one of the most iconic brand logos on the market, but in the past few years Yeezy has become a major competitor; as well as Adidas in general. When you hear Nike is grossing approximately 86.2 billion in 2015 compared to Adidas 17.1 billion, you may think that there is no way Adidas could stand up to the all-mighty Nike, but what if it is just the beginning? Complex Magazine asks this question in

So Jordan was coming off a very great season at the University of North Carolina. He also led the USA to a gold medal in the 1984 Summer Olympics. A lot of people believed that is market value was at a high.That is when Nike got on track. Phil Knight, CEO of Nike, put together a group to brainstorm the most profitable way to market Jordan to basketball fans. In fact, Nike had a plan for promoting Jordan even before Jordan played on NBA hardwood. Nike was taking a big risk on someone who was not set up to be a star or even someone in the NBA. Nike offered him a deal that would earn him $7 million over five years. So then the most recognized basketball shoes ever to be created, the “Air Jordan 1!” The original black shoes with a red swoosh and a creamy white laces to go with it. Those shoes went off blew the

The ethos appeal is present in the Michael Jordan, LT and Polamalu commercials the most. In the Everything’s an argument textbook, it says, “We tend to accept arguments from those we trust, and we trust them in good part because of their reputations. Three main elements – trustworthiness/credibility, authority, and unselfish or clear motive – add up to ethos” (45). Of course, Nike wouldn’t use any one that had some trouble or were untrustworthy to represent their company. They know better than to include Sammy Sosa and Ray Rice to be representatives; however, someone like Michael Jordan is a great choice because of the influence he has had on many people. Michael Jordan is a role model to many; whereas, Sammy Sosa should not be one because of the illegal actions during his baseball career. He was “unaware” of the fact that he had used a corked bat during a game. Even though all his bats were tested and came back clean, Slammin’ Sammy had jeopardized much of his success from the past. Nike keeps a strong ethos by partnering themselves with famous athletes that everyone has at least heard of. Famous athletes increase their credibility because of the belief that if those athletes use their products then the product must be superior to its competitors. It proves that Nike is a high quality brand. By using famous athletes in their commercials, Nike shows that their products are not just

The use of specific athletes in marketing campaigns really began to show promise when athletes like Jordan began wearing their own brands of shoes. The idea to consumers or fans of the NBA that they could wear the same shoes as Michael Jordan, and somehow play like him was an easy sell by Nike. Today it is now common for marketable athletes in almost all sports to wear their own style of shoes, spikes, or skates. An interesting point to make is that through Nike Michael Jordan eventually launched his own clothing line called Jumpman23 that makes everything from socks and underwear to winter coats. Even though Jordan has been retired since 1999 the Jumpman23 company has continued to release a new shoe every single year that are simply called “Jordan 24”, an increasing corresponding number to the number of years the shoes have been produced. The new Jordan shoes still retails at over $150 a pair even though Mike hasn’t stepped on the court in 11 years! After retirement and becoming the CEO of the Jumpman brand Michael Jordan has been able to court other famous athletes from a variety of sports to wear his brand. A few examples of the athletes include Derek Jeter (baseball), Dwayne Wade (basketball), Jason Taylor (football), and April Holmes (track and field). The wide range of athletes in all different sports who now market a brand for arguably the greatest athlete of all time truly shows the money, power, and influence an athlete can experience

Nike's management's bet on celebrities marketing. These athlete celebrities including Michael Jordan and Tiger Woods had introduced and placed Nike and its