Joshua Le Professor Salcedo English 101C 7 December 2015 The GOAT It is without a doubt that Michael Jordan is the greatest of all time when it comes to basketball. His brand, Air Jordan, carries his legacy as it is known worldwide as the icon for basketball. Almost anyone can recognize the brands logo, the stick figure rising for a dunk with its legs spread out. Whether it's sneakers, clothing or even items such as jewelry, the Air Jordan brand has taken over the market for athletic sportswear. Air Jordan has created a culture of collecting shoes and became a lifestyle for many. The world famous basketball brand has had many controversies throughout its years. The huge controversy of the creation of the first sneaker and violence over Air …show more content…
Walking into any sports store, the shelves will be filled with Nike brand and it’s basketball subsidiary Air Jordan sneakers and products. For decades, the Air Jordan brand has came out on top in sales against competitors. But, during its early years, Nike was struggling because their sales were slowly dying. At the time Michael Jordan was a rookie and was introduced to the brand in the hopes of him signing a deal to join Nike and put them back on top. Michael Jordan himself, was already gaining media attention for his act on and off the court. He was known to be a huge trash talker, Jordan used “psychological warfare” as many players have described it. He would try to get in their heads using harsh insults. Parents didn’t want a player like this to be their kid’s role model. Despite this, their decision to approach a young basketball player for a partnership would quickly prove not be a mistake. The first Air Jordan sneaker was produced in that same year he was signed in a red and black colorway to match the Chicago Bulls uniform. This was a highly controversial move and gained media attention quickly because at the time, the NBA’s rule were to wear white sneakers on the court. He wore the shoes anyway, and each game he played with them on he would be fined five thousand dollars. Nike took advantage of the situation and used it as a promotional tool for advertisements. The sneakers were so good, that the NBA had to …show more content…
It starts at a young age where aspiring basketball players want to become the next Michael Jordan. They look up to him, and he is their idol. Although it may seem foolish, but they feel as wearing Jordan’s shoe will make them play better. I still remember begging my parents as a child for a pair of Air Jordans so I could improve my playing. Air Jordan has such a huge following that it created a culture and even lifestyle for some. Sneaker fanatics or also known as “sneakerheads” are people who buy, sell, trade, and collect sneakers, the most popular kind being Air Jordans. They sleep, dream, and live on the arrivals of the latest shoe. Throughout the course of over 30 years, Air Jordan has designed over a thousand different styles of shoes and colorways and has dominated the sneaker market. Millions of different pairs of Air Jordans have been sold to kids, adults, and even babies. The pairing of Nike and Jordan has turned the company into a cultural icon. There are many events where sneakerheads go to buy, sell and trade their shoes. A big one called, Sneaker Con, is one of the biggest, having such rare shoes displayed, that a single pair can cost upwards to $30,000. After seeing this huge number, you can see how people can make livings off the shoes. These die hard fans of the Air Jordan brand are taking love of the sneakers to a whole ‘nother level. They will
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A high demand has surrounded the sneaker world and is making it an obvious investment. Sneaker companies have arose in America and are changing the the way America buys. Sole supremacy, R.I.F L.A., Flight club, these companies are capitalizing on the high demand for sneakers and are successful in doing so. Flight club is one of the biggest sneaker resellers in America. Basically, Flight Club buys limited sneakers that are impossible to get for a retail price, then resell the shoes for and impressive profit.
In 1985, Michael Jordan teamed up with Nike and established Jordan Brand. In his article, “The Jordan Impact”, Kenneth Cortsen highlights how Jordan used his success on the court to help his marketing for his brand as well as others brands. For example, Cortsen quotes Graeme Turner who states that “one year after signing Michael Jordan for Gatorade’s “Be like Mike” promotion, Gatorade’s annual revenue had increased from $681 million to over $1 billion(Cortsen, par. 5). Through Jordan’s impact on his brand and other brands, it was evident he was making a serious impact on the realm of
Nike has been around much longer than most would think and continues to be the leading trend setter in athletic wear. Nike was started in January of 1964. The athletic company began as just a small clothing distributing company out of the truck of Phil Knight’s, owner and CEO of Nikes, Car. The Saying you started from the bottom is very true when it comes to Nike who now leads in sales of all athletic gear compared to Adidas who at the time of 1964 was the most popular athletic company. From starting in a truck of a car no one would suspect that this company would not only be defined as the definition of ‘cool’ when purchasing clothing and shoes from stores all over the United States but yet the brand that carries our pop culture.
They’re made by the greatest of all time himself. I read a story about Michael Jordan being cut from his high school basketball team. Little did his coach know that he got rid of the best basketball player ever. This motivated me and every other young athlete to keep trying even when things seem impossible. Jordan is seen as a basketball player, team owner, brand owner, and role model.
People are going to desire that same shoe or product. Nike creates a idea in the audiences mind to go get the shoe that the celebrity is wearing. Nike draws consumer in with role models. Nike ethos is very effective towards the
The hype grows as a result from the intentionally low supply of each sneaker released by big sneaker companies. Due to the popularity of the sneakers in today’s market, sneaker culture opens an opportunity for the sneaker collectors and comes up with the idea of the resale market that led to the impressive growth of the secondary market for sneakers. The sneaker trend has been around ever since when sneaker companies started associating with recognizable sportsmen as a brands’ ambassadors, and use the concept of celebrity endorsement. “Branding really took off during the post-World War I era when shoe
Kobe Bryant, Lebron James, and Dwyane Wade are among the current crop of players who have copied Jordan’s style, and they have to thank him because of the enormous popularity that he has brought to the game. The games in the NBA are evolving, and Michael Jordan was the man who changed the game. Michael Jordan had actually learned to overcome failure several years before starting his career in the NBA. In 1978 he was cut from the basketball team at Laney High School in Wilmington, North Carolina. Instead of giving up, he worked hard to improve his game.
The Jordan Brand is attempting to communicate with its audience that when becoming a legend by understanding that it is not about the shoes that you wear rather than what you do in them. When doing this, they show star athletes performing during their high school and college years to the narrator 's words. During this clip, the narrator is Michael Jordan. This analysis explains how the Jordan Brand attempts to show their audience the rhetorical vision when becoming legendary, through fantasies in their ad "It 's not about the shoes". Within this ad, there were several fantasies that the Jordan Brand incorporated.
Today, shoes are worn for comfort, design, color, and even lifespan of the shoe. I've always been a fan of collecting certain types of shoes just because of the design itself and the overall style as well and sometimes this is exactly what customers are looking for. They even have a custom shoe builder on almost all shoe companies you can think of. Nike is one of those companies and it's a great way to let
1) Explain Nikes success in Football since 1994 Nikes strategy in the marketing world has evolved every year, growing and becoming stronger and more world wide known. In 1994, Nike in the football world was small and wasn’t keeping up with the big competitor of Adidas. Nike took every chance they received to grow their brand internationally which started off with the world cup in 1994 in the United States.
The first Converse All Star shoes was made in the middle 1900 as a shoes for basket ball players. In the 1920 Chuck Taylor turned into the representative for Converse and for the following couple of decades the Converse tennis shoes was the main shoes in basket ball. During the 1960 to 1970 the tennis shoes started to move from games footwear to easygoing footwear and turned into an image for the cheap and grime cultures. after sometime converse launch the denim ,t-shirts cap and everything related to sports. and they got success as well
Nike is the leading and renowned world supplier of athletic apparel and shoes. The brand is in control of over 47% of the market for athletic shoes. The company begun way back in 1962 and it was founded by Phil Knight and Bill Bower. It was originally known as Blue Ribbon Support and only in 1978 did it change its name to the worldwide recognized brand, Nike. Nike provides its products to more than 100 countries throughout the world.
Nike began to sell sports apparel, athletic sports bags and extra accessories since 1979. Also, their brand Cole Haan transmits a whole clothing-line of casual dress and footwear as well as the latest and accessories for men, women and children. Correspondingly, they market head gear under the brand name ‘Sports Specialties’, for motorbikes and bicycles through ‘NikeTeam manufactures’. Furthermore, they distribute ice skates, roller blades, safety gear, and jerseys.