Rather than rely on advertising, he would get top athletes to endorse his shoes, and then let his sales force sell the product. His strategy and the timing of the launch couldn't have been better. That summer, the Olympic track and field trials were held in Eugene, Oregon, with none other than Bill Bowerman as coach of the American Olaympic team. Knight took full advantage of the opportunity, putting Nikes on the feet of several top finishers. When they made national television, so did the shoes they were wearing.
Nike’s products are so heavily marketed globally that it is hard to believe children working in sweatshops are producing the famous swoosh worn by so many individuals. Nike has employed some of the most popular sports athletes in history. Michael Jordan has been called the greatest basketball player ever to play the game and he has a line of Jordan apparel that some people are addicted to. Other athletes that have endorsed Nike products are Tiger Woods, Bo Jackson, Andre Agassi, Ronaldo, Lance Armstrong, Michael Vick, Deion
Michael Jordan had a remarkable beginning when joining the draft because he excelled in basketball in college and in the Olympics in 1984. Nike found this an opportunity to market Michael Jordan since Nike had a hard time entering the basketball industry. From the success from the shoe, the shoe collectors, who bought sold and traded these shoes, Air Jordans expanded over time to different outlets, such as clothing, hats, key chains, phone cases etc. and was recognized as the best basketball brand known to man. Throughout the course of twenty-six years Air Jordans has over 100 different styles of shoes and color schemes and has dominated the sneaker market.
He was believed to be such a great player that he earned his contract with Nike way before he even played a game. James has a line of shoes named after him by Nike that comes in all different styles and colors. His shoes are so well like that fans of all ages must get a pair on its release day. Michael Jordan has had continued success with the Jordan brand. His shoes have been around since 1985 and are still in great demand.
He has become one of the most recognized people in the entire world. (http://www.africanaonline.com/michael_jordan.htm) Already having his popularity soar in the United States since being drafted into the National Basketball Association, Michael’s worldwide popularity began at the 1992 Olympic Games in Barcelona, Spain. He and his teammates were dubbed the “Dream Team,” as all of the players were NBA all-stars and destined hall-of-famers. Coming off his second consecutive NBA championship, the world began to take notice of his talents and marketability. His second trip to the Olympics would be his last Olympic performance and undoubtedly his greatest.
Eventually it transfers into society, making the black culture a multi-billion dollar investment. “Michael Jordan's impact on the US economy in his last year as a basketball player with Chicago bulls: $10 billion” Fortune magazine. I refer to another quote “One compelling motivation behind certain human behavior is the desire for material goods”.1 Everybody,everywhere,wants to purchase products. Culture and the material world have a large contribution into this world. “Ideological predispositions and social practices that make up styles and lifestyles are constructed in large measure from symbolic and material resources of the commercial market”2 “The American athletic sport shoe, 'Nike' have became a stunning economic, symbolic and cultural success of worldwide proportions by the 1990's”,3 A huge contributor to this success was, Michael Jordan ,a black American basketball player.
I believe this is an effective ad because it gets its main point, that those who wear Jordan Brand shoes are hard-working and driven individuals, to the audience easily, keeping them entertained with action packed sports sequences. It also uses music to build up the excitement, and the continuity of the “slap” sound shows that the athletes are persistent and hard working. The target market the seller is trying to reach would be athletes. They use celebrity athletes to help showcase that Jordan Brand shoes are for the
Air Jordans were an instant hit thanks to a high flying rookie as well as one of the best marketing campaigns put together by Weiden and Kennedy. Jordan shoes have been the top selling signature basketball shoe that Nike has ever produced. In addition to the signature Air Jordans, Jordan Brand has a major presence in the basketball and lifestyle market. Despite the fact that Michael Jordan retired from basketball in 2003 (for the 3rd time) Air Jordans are still the top selling models for many sneaker retailers. The legacy of Michael Jordan lives on with the release of new Jordans each year and re-releasing retro Air Jordans.
Also to learn how the league had an exponential growth over the last 2 decades helping to contribute to the economy in terms of tourism, clothing lines (jerseys, hats and etc) and recognition on an International level. This report consists of the Marketing Mix which includes Product, Price, Place and Promotion. The LA Lakers franchise has done has an amazing job in terms of marketing due to the fact that this franchise has the most NBA Finals appearances, more than any of the other 29 teams, winning 16 NBA Titles, just behind Celtics which goes on to show how strong the fan base is. Due to this fan base, the Lakers franchise have the most popular team merchandise among all NBA teams, and Kobe Bryant is the most popular jersey at the NBA Store. These stats show that the Lakers franchise has done an excellent job in terms of the “Product” and “Price” section.
Spencer Colson Dr. Petrovic English Comp 1 November, 21, 2013 Revolution of the Game The sports drink, Gatorade is a popular amongst professional athletes these days and they have said to revolutionize the game with priming, fueling, and recovering athletes to start a revolution for all athletes. Advertisements in this decade are like a planted seed in our minds that grow and grow till we have had enough and buy into their schemes that they throw at us. I am not accusing Gatorade to be lying and cheating us into your wallets but that they persuade us by using pathos, ethos, and logos to lead us into a direction that seems to be the only way in our eyes to become better then your oppositions. Gatorade is a sports hydration company