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Steal Nike's strategies that's kept their 1985 Air Jordans still trending
Nike launched the Air Jordan line in 1985. It is still as fresh and relevant. See Nike's secret!
Read Time: 5 min
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Nike - The champion of athletic excellence and timeless fashion!
With innovative product designs, strategic partnerships, and athlete endorsements, Nike has become one of the most successful and recognizable brands in the world.
But what's truly remarkable is the staying power of their 1985-born Air Jordan line - it's still fresh in the fashion world, defying the odds and proving that some things never go out of style!
So, how Nike does it? Let’s see.
A bit of history… 👟
It was 1985 when Nike and basketball superstar Michael Jordan teamed up to create a sneaker that would change the game forever. The Air Jordan 1 was designed by Peter Moore and released in a limited number of colourways.
But what made it stand out from the rest was its innovative design that included a visible Air cushioning unit in the sole of the shoe. This design was a game-changer, providing basketball players with improved comfort and performance, and setting the stage for future Air Jordan models.
Air Jordan 1 1985 “Chicago” Game Worn
Michael Jordan's endorsement and success on the basketball court helped make the Air Jordan line an instant sensation. Soon, the Air Jordan sneakers were being worn by people all over the world. They had become an icon, not just in the world of sports, but in fashion, music, and popular culture as well.
The Time when NBA Banned the Air Jordans 🛑
Yes, you read that right! The Air Jordan 1 was banned by the NBA in 1985 for violating uniform color rules.
The sneakers featured bold black and red colorways that did not comply with the NBA's regulations. However, Michael Jordan continued to wear them on the court. Nike quirkily used the controversy to promote the sneakers as rebellious and edgy. The ban actually helped to increase the popularity of the Air Jordan line, and eventually, the NBA lifted the ban.
Today, the Air Jordan line is one of the most iconic and successful sneaker brands in history.
So, How did Nike Just Do It? ♟️
Let’s see what strategies Nike has employed to keep the Air Jordans fresh and relevant, and how successful have they proven to be.
Collaborations
Nike recognizes the power of collaborations and frequently partners with designers, brands, and artists to create unique, limited-edition Air Jordan sneakers.
According to a report by StockX, Air Jordan collaborations accounted for 8 of the top 10 highest-selling sneakers in 2020.
Key Takeaway
In the retail industry, collaborations work like a charm. They help generate buzz and appeal to a wider audience. Today, even software companies have started to make use of collaborations and partnerships.
Retro Releases
Nike capitalizes on nostalgia and regularly brings back classic Air Jordan models in new colorways or with updated materials.
According to a report by The Sole Supplier, retro Air Jordan sneakers accounted for 22% of all sneaker sales in 2020!
Key Takeaway
This strategy appeals to both new and longtime fans of the brand, creating excitement and anticipation around each release.
Innovation
Nike invests in research and development to improve the Air Jordan line, incorporating new materials, technologies, and design elements.
For example, the Air Jordan 35 features a new Eclipse Plate technology that enhances stability and support for basketball players. These innovations improve performance and comfort, while also keeping the Air Jordan line at the forefront of sneaker design.
Key Takeaway
Innovations are a must-have in any industry. Surprisingly so for the retail industry too! Innovations keep products ahead of their competition. It inspires users too to adopt innovation and novelty.
Strategic Marketing
Nike leverages storytelling and emotional connections in its marketing campaigns to promote the Air Jordan line.
Hypebeast reported Nike's "The Last Dance" documentary series generated a 50% increase in sales for Air Jordan sneakers. By building a strong brand identity and emotional connection with consumers, Nike keeps the Air Jordan line relevant in the minds of its target audience.
Key Takeway
Building emotional connections with customers helps increase brand loyalty. When customers connect to a brand emotionally, the materialistic aspects like price, popularity etc., is least looked at.
Athlete Endorsements
Nike partners with high-profile athletes to endorse the Air Jordan line, building credibility and excitement around the brand.
According to a report by Forbes, Michael Jordan's net worth is estimated at $2.1 billion, with most of his earnings coming from his partnership with Nike!
Current basketball stars like Zion Williamson and Jayson Tatum also endorse the Air Jordan line, helping to keep it top-of-mind for consumers.
Key Takeaway
Endorsements play a key role in the success of retail products. They help build credibility, indirect connections, and attractions toward a brand. However, it is important to pick your endorsements wisely.
Make sure to do a complete profile check. Wrong endorsees can be disastrous to businesses.
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