Air Jordan Strategic Planning

Chapter 2: Strategic Planning for Competitive  Advantage

         The use of strategic planning is the most important thing in the marketing world; without knowing who you are going to target and promote your product to; you will find yourself  to be very unsuccessful. Jordan being a predominant as basketball sneakers, they will do their best to promote the product to that will reach out the intended target. Team Jordan is made up of many different players from many different sports teams. This year as Football season rolls around Jordan; Jordan has revamped a sneaker that was earlier designed for a better basketball shoe to help today’s highest performing athletes perform with the right footwear. The Jordan Brand has turned up the advanced, premium made performance shoe into a cleat called "The Super Fly" to help the football athletes apart of Team Jordan to dominate on the football field .

          The player exclusive, cleated editions of the Jordan Super.Fly will be worn by players such as Josh Freeman, Dwight Freeney, Michael Crabtree and Andre Johnson. Jordan has released different ads to promte this new line of sneakers by placing a video of each indiviual player talking about the proformance of being on the football field but they make sure that they focus the camera on the cleats after play or movement of the player.

Jordan Son of Mars “Bordeaux”

The "Jordan Son of Mars" is a Air Jordan hybrid shoe. It borrows prominent design elements from the Air Jordan III, IV, V, VI, and XX. It also retains a strap across the shoe laces, that is a custom modification with a design that seems to be elephant print but is instead a series of relevant icons and etc. These bad boy are to be released  September 15, 2012!!!

Brief History of the Flight!

Chapter 1: Overview of Marketing ( Brief History and Mission Statement)


What is Jordan? Where did it come from and why is it so popular. Michael Jordan the world's most famous and also known as the best basketball player to date. Which is the reason we have not only the biggest sub brand of Nike but the most popular worn sneaker in the world today. Jordan's success was due to the spiral downwards in the Nike company, not producing enough revenues. Nike began on a search for the next best thing to promote their new brand to public. Jordan being all time high in his career; Nike found what they were looking for and saw an opportunity to make an investment that would revive the company. Pitching the idea to Michael was not the simplest objection; he wasn't very interested in becoming the next endorsements for Nike, but rather Adidas or Converse instead.  Nike only had produced running shoes and was virtually unheard of in the making of basketball shoes in 1984. Jordan was later then persuaded by his Manager to take Nike's offer because Converse wasn't endorsing; and Adidas wasn't making a better offer. After coming to an agreement with Nike he wore his first pair of Jordan’s in 1985, but the sneaker later was banned because the sneakers violated the NBA uniform regulations. Every time Jordan step foot on court he would get fined in the amount of a thousand of dollars. The deal included that Nike would later pay for Jordan's fines as a promotional tool in advertisements hinting that the shoes gave an unfair competitive advantage and that whomever wore them had a certain edginess associated with outlaw activities. This also opened the door for Nike to promote these shoes as designer sneakers.The Air Jordan franchise has forever changed the game of basketball and the entry to the industry of athletic footwear dated since 1985. Every year since that date a new style sneaker has been released all the way up to the year of 2009 where in total 23 pairs of Jordan's have been put of to reflect on Micheal’s NBA number 23.  

Air Jordan's mission: "To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete."