Since a child I’ve always loved collecting different types of shoes, Jordan sneakers especially. In the early 90’s before Michael Jordan retired, his shoe’s were advertised through television commercials so fans could know when and where to buy the latest Air Jordan sneaker. Nike used celebrities such as Spike Lee, Steve Martin, and Michael Jackson in their advertisements to make the consumers think buying the sneaker would make them as cool as who they were watching.
Jordan even starred in a movie entitled “Space Jam” in which he used product placement by wearing, and putting his latest Air Jordan Retro 11 sneakers on the characters. Because cartoon characters such as Bugs Bunny where used in the movie and future commercials, the sneakers appealed to kids who watched cartoon network. In 1990 Nike teamed up with Coco-Cola to create a commercial using Jordan and his sneakers to join the two fan bases.
Since retiring for the last time in 2003, Jordan’s sneakers have been advertised in not just commercials but the Internet as well. To promote the launch of the 20th anniversary commemorative shoe, the Jordan XX, the Jordan division of Nike collaborated with Blast Radius to make a multi-channel online campaign in 2005. Since then, the same Internet tactics have been used to introduce the retro Jordan sneakers to a new age of people who weren’t even born during his career. Websites are dedicated to informing consumers of dates and locations of new releases.
Along with commercials, movies, and websites, the hip hop world also contributes to the promotion of Jordan sneakers. Many artists such as Chris Brown, Kanye West, and Big Sean are often seen wearing retro Jordan sneakers in their music videos. Other artists such as Lil Wayne even shout out the sneakers in their lyrics, “Hello it’s the Martian, Space Jam Jordans.” By artists of this caliber showing their interests in the sneakers, fans will go buy the same ones just to be like them.
If I were part of the Jordan division I would work out a deal with ESPN to create an annual Jordan sneaker day. On this day all of the commentators would wear their favorite pair of Jordan shoes, and an online poll would be taken to see which one has the nicest pair. I would also create a twitter page to inform all followers about the newest Jordan sneaker designs, release dates, locations, and prices. The page will make it easier for Jordan sneaker fans to receive information, without having to look for it themselves. Another strategy would be to collaborate with a cell phone service to add a Jordan sneaker application. If the users add the application all updated information would come straight to their phone. By partnering with these other media based companies, the Jordan division would make them more money, therefore bringing more money to Nike. At that rate the Jordan name would never die. 