Air Jordan 1 Case Study

One man's action in 1985 took a fashion trend and turned it into a global phenomenon, that one company took full advantage of It., Nike. Nike created the "Air Jordan Brand" with Michael Jordan's actions in 1985. Phil Knight the creator of Nike looked at Jordan’s actions as an opportunity to boost the "Sneaker culture" in which it did. Michael Jordan is now the first athlete to be pronounced a billionaire. Michael Jordan's "Air Jordan Brand" has impacted communities, families and the economy as well as fashion itself. The "Sneaker Culture is a global phenomenon that other companies have took advantage of.

Sneakerhead comes from a way never thought and made such a huge difference in the community. The first Air Jordan Sneaker was introduced in the 1985-1986 season, it was a huge hit. The Air Jordan 1 is a legend and a staple

Michael Jordan, a man who is idolized for his athletic prowess, once said “I’ve failed over and over and over again in my life and that is why I succeed” (“Michael Jordan Quotes”). 2.5 million dollars is an insane amount of money, so imagine how twenty-one-year-old Jordan felt signing this deal with Nike.inc; who used this as an opportunity to launch the Air-Jordan shoe, with the iconic Jump-man logo on the side. The popularity of these shoes led people to stand in lines and even steal them from others. Jordan’s immense talent earned him over thirty million dollars per season, but his businesses earned him a large chunk of money as well. MJ became the star of the hit movie, Space Jam, and endorsed products such as McDonalds, Hanes, and Gatorade. Three years after his retirement from the NBA, Jordan became an owner of the Charlotte Bobcats, currently the Hornets, becoming the first former player to own a franchise (Dodds, Colin). MJ supports over fifteen different charity cases, and some of them being: LIVESTRONG, Make-A-Wish Foundation, and Special Olympics. His good-natured attitude and morals off the court added with his immense skill on it, firmly place him as one of the best players ever (“Michael Jordan: Charity

The following year, Michael got his own line of shoes and clothes. His first shoe, the Air Jordan I, was very different from Nike’s past shoes and that is how they intended it to be. The shoe had a retail price of 65$ and it also caused a lot of controversy. There was a specific color way that the NBA did not permit and Michael was fined 5,000$ for every game that he wore them.

Not to mention, Michael Jordan also had a thing for shoes. Nike seen the opportunity to let him be a part of the Nike family and Jordan happily accepted. His first shoe was

With this came the Air Jordan 1. The model’s first colorway came in black and red, keeping to the Chicago Bull’s theme. Under NBA regulation this color scheme was “illegal” for players to wear on court, as a result Jordan was fined $5,000 per game that the shoes were worn. Nike paid all the fines and started one of the most effective ad campaigns in the brands history. Collaborating with the creative mind of Tinker Hatfield, one of Nike’s lead designers, the Air Jordan line became a powerhouse in the industry.

(Footlocker.com) His own shoe, with his own logo, designed specifically for him by Peter Moore was worn every game after being signed. Every game he wore a pair of Air Jordan’s he was fined $5000, but Nike paid for the fines. The Jordan 1 the first Air Jordan’s made were the most expensive basketball shoe at $65. Another 5 shoes designed later the Jordan 6’s were made. Michael wore the Infrared 6’s to his first championship win. Skipping up to the 9’s being made Michael retired to play baseball, but the shoe line went

I think that that will solve a lot of the problems.” TJ Jacobs, a self-proclaimed Sneakerhead and shoe store employee, offers an explanation to the reason why Michael Jordan releases a limited amount of shoes. “It wouldn’t be an exclusive shoe or as popular if everyone could get it. The shoe wouldn’t have the same value.” Jacob says he not only camps out for shoes for himself, but he buys pairs that he can sell to people who couldn’t get a pair. He says that he once bought a pair of Jordan Galaxy Rookies for $400 and sold them for $600. There is a lot of money and time invested in the marketing and selling of Jordan sneakers, and the brand continues to

It has been three weeks since I ordered my Jordan Retro V’s. I purchased the shoes online October 17, 2014 and paid $279.99 including shipping and tax. My shoes have just arrived November 23, 2014, and when I opened the box it appeared to be the wrong shoe and shoe size. I opened the box and the shoe size was an 11, but I ordered a size 9.5. I also realized the shoes were Jordan Retro IV's, and I ordered some Jordan Retro V's the Oreo's.

It sold out almost immediately all across the world. That is because people camped outside of sneaker stores for days before they were released in order to secure a pair. And just minutes after their release thousands of pairs went on eBay for 2-3 times the retail price. Even 5 years after the release, in the past year over 300 new pairs have sold on eBay for an average price premium of 181.3%. Like other releases the prices shoot up after the release, then slowly drop before picking up again later when the shoe is harder to get. It’s a cycle, that happens every week as Jordan brand releases 1, 2, or 3 new pairs. A few weekends ago Jordan Brand released the Jordan 11 “Space Jam”, a pair of shoes that Michael Jordan wore in the highest-grossing basketball movie of all-time: Space Jam. It is estimated that Jordan Brand released one million pairs… one million pairs for $220 dollars, and they still sold out within

clothing line with the same symbol and quotes or phrases from Jordan himself. Michael has a huge impact and contribution towards the NBA, his team, and all the fans.

Have you ever seen someone wearing a very rare pair of shoes that you have never seen before? Have you ever wondered how they got these shoes and how much they cost? Believe it or not Nike’s Air Jordan line of shoes has been at the forefront of a decade-long sneaker craze, which has grown so much it has become its own stock market. Jordan’s have been popular for many years and it is shown throughout pop culture, the increase in price and demand, the resale market that has skyrocketed in the last five years, and the history behind the shoe that made them so popular. Jordan’s are very well advertised through several popular outlets.

The year an NBA legend started his professional career, Michael Jordan. He established himself as a very dominant player averaging 28.2 points per game in his rookie year. Soon after that he won the rookie of the year award topping off his first season in the NBA. Outside of the court, Jordan signed off a major deal with Nike shoes called Air Jordans. Which influenced the fashion industry forever. Every company wanted to associate themselves with the next big star. Throughout the decade every company from Adidas to Reebok was throwing their names out there to get into the act this started the so-called “sneaker wars”.

Nike opened on August 14 at $113 per share. However, it quickly dropped from $114 per share on August 19 to $103 on August 25. A month later on September 25 the stocks soared to $125, but dropped to $119 on September 29. It rose to its highest point on October 19 at $133 per share. It ended on November 13 at $113 per share ("NKE Interactive Stock Chart Yahoo! Inc. Stock - Yahoo!

It all started my freshman year in high school when I noticed my friends Jordan’s that he had waited hours outside of a shoe store for. At the time they were some of the coolest shoes I had ever seen, I wanted a pair like that. I took a deeper look into retro Jordan’s and found out that most were really hard to get. You couldn’t just go to your nearest shoe store and just pick up the pair you wanted. You would have to drops hundreds of dollars on a pair that others camped out for or woke up hours early to get on the nike.com release of the shoe.