Air Jordan Research Paper

Nike NIKE (NI-KEY) is a winged goddess of victory according to Greek mythology. She is said to sit at the side of Zeus. The twentieth century Nike footwear lifts athletes to new achievements. The ‘swoosh’ resembles the winged goddess who was an inspiration to warriors since the beginning of time. Phil knight had two influential people that inspired him to create Nike.

NIKE, Inc., is a company that was founded in by William Jay Bowerman and Philip H. Knight in 1964, and was originally called Blue Ribbon Sports, Inc. It’s name was changed to Nike, Inc. in 1971. It’s base of operation is located in Beaverton, Oregon. NIKE, Inc., is the world’s leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities worldwide. Entirely owned Nike subsidiaries include Converse Inc., a brand that develops, advertises, and sells athletic apparel and accessories; and also Hurley International LLC, which designs, markets and sells surf and youth lifestyle clothing and many different accessories. Its athletic footwear products are designed primarily for specific athletic use, although a large percentage of the products are worn for casual or leisure purposes. Nike offers products in many different categories such as men’s/women’s training, running, basketball, golf, and more. The company also sells products designed for children and youth athletic activities such as baseball, cricket, lacrosse, outdoor activities, football, tennis, volleyball, walking, and wrestling. Also, Nike sells sports apparel and accessories; and markets apparel with licensed college and professional team and league logos. Further, it sells a line of performance equipment and accessories, including sports bags, balls, eyewear, digital devices, bats, gloves, protective equipment, golf

Nike, Inc. sought professional athletes to endorse their athletic shoes and in 1985 contracted with Michael Jordan. Michael's success in sports and his endorsement of a personalized Nike brand brought in over $100 million in the first year (Kotler & Keller, 2009). Nike has continued to market successfully with their "Just Do it" campaign and their targeting women athletes.

Nike Inc. was established in 1972, from Blue Ribbon Sports Company that was formed earlier in 1964, by Bill Bowerman and Philip Knight. The company first specialized in athletic footwear until in 1979, when it introduced the apparel line. The equipment division was later introduced in 1996. The company grew spontaneously to become the world's largest supplier of all sportswear, equipment, and apparel. The level of its infrastructure could only be compared to that of Adidas, which has been its main competitor over the decades. Currently, Mark

The revolutionary marketing campaign surrounding the unproven rookie was considered very urban for the time. During Nike’s early years, they had a difficult time pushing sales for their brand new athletic sneakers filled with air. This all changed seemingly overnight when the young Jordan took the basketball world by storm, dominating the opposition night in and night out. The Air Jordan I launched in 1985 in a black and red colorway to match the uniform of the Chicago Bulls. For $80, people could purchase a pair and experience what Nike called “human flight”. To add even more to the Nike and Jordan craze, the Jordan I failed to meet the National Basketball Association’s sneaker color standards at the time, due to a lack of white color. Jordan refused to stop wearing his own shoe, and the NBA began to fine him $5,000 per game that he wore the shoe. Because of Michael’s outstanding performance on the court, the Jordan I was flying off the shelves, selling out at almost every major retailer. These sales were more than enough for Nike, so they began to pay off the fines from the NBA. Then, the greatest sports ban in history took effect. On October 18th, 1985, the NBA officially banned the Nike Air Jordan I from the league, making it illegal to wear them for play. What was thought to be the death of the sneaker was the complete opposite. Nike pushed back

Air Jordan vs. King James: The Debate Over Who Is the Greatest of All Time

Michael Jordan had to fail to succeed. Michael Jordan failed at what he did to strive harder to be the best at what he was doing. Designers Peter Moore, Tinner Hatfield, and Bruce Kilgore dedicated the shoes to Michael by using his silhouette as the legendary “jump-man” logo. In early 1984, Jordan had no idea that being a part of Nike would be one of his greatest accomplishments in his career. Jordan makes 100 million dollars every year just from the production of shoes and clothing apparel because his silhouette is used on every pair. In order for him to even be considered to be the face of the shoe brand, Michael had to prove why he’s the best and there were a series of events that led to his major accomplishment.

Jordan became so famous that he created his own shoe brand. Today he is already retired and is Charlotte

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.

He Gained power and influenced a world of youth through numerous forms on national level coverage. Michael Jordan continues to be a social influence. The Jordan shoe continues to sell at alarming rates when there is a release date for a Retro Jordan. These shoes continue to sell because of his social influence. There was a time when we saw Michael play in those shoes, and now the Jordan shoe brand has not only solidified itself in the game of basketball, but now it is found in almost every major sport. Michael Jordan currently sponsors 21 active NBA players, including Chris Paul, Blake Griffin, Kawhi Leonard, Russell Westbrook, and Carmelo Anthony. These players also endorse Jordan Brand products. The Jordan brand is also sponsored in the WNBA. The Jordan brand is not just for basketball anymore. The shoes are sponsored in other leagues such as the MLB, NFL and NASCAR. The brand has also weaved its way into the sport of boxing with one of the most notable sponsors being Roy Jones Jr. Transcending from a shoe and clothing brand. Again he displays his power to influence without being in the room. Michael Jordan has the ability to inspire followers with devotion and enthusiasm. As stated in Whetten and Carmeon (2011).

The use of specific athletes in marketing campaigns really began to show promise when athletes like Jordan began wearing their own brands of shoes. The idea to consumers or fans of the NBA that they could wear the same shoes as Michael Jordan, and somehow play like him was an easy sell by Nike. Today it is now common for marketable athletes in almost all sports to wear their own style of shoes, spikes, or skates. An interesting point to make is that through Nike Michael Jordan eventually launched his own clothing line called Jumpman23 that makes everything from socks and underwear to winter coats. Even though Jordan has been retired since 1999 the Jumpman23 company has continued to release a new shoe every single year that are simply called “Jordan 24”, an increasing corresponding number to the number of years the shoes have been produced. The new Jordan shoes still retails at over $150 a pair even though Mike hasn’t stepped on the court in 11 years! After retirement and becoming the CEO of the Jumpman brand Michael Jordan has been able to court other famous athletes from a variety of sports to wear his brand. A few examples of the athletes include Derek Jeter (baseball), Dwayne Wade (basketball), Jason Taylor (football), and April Holmes (track and field). The wide range of athletes in all different sports who now market a brand for arguably the greatest athlete of all time truly shows the money, power, and influence an athlete can experience

Nike Company started in 1984, in Portland Oregon by Tinker Hatfield, a former pole-vaulter and architect. Hatfield worked his way into the shoe industry. He got his idea from Converse’s in the early 1970’s slogan, Limousines for the Feet. In Hatfield believe our culture have a lot of interest in shoes, just as much as our culture back in the 1950’s were interested in owning cars. They began introducing their Nike shoes and products to the society by images of people and things like the production of the Nike Air Jordan. This product was named after Michael Jordan. Michael Jordan is the best basketball player and biggest star at that time. In advertisement, Michael Jordan would show us a quick lay up to the goal

On the marketing consequences, NIKE marketing achievement to the product into the hearts of consumers, but the orator Michael Jordan's superannuation and one of the partners Bill Bower man retirement, resulting in NIKE's business hurt a serious setback. NIKE should not just Michael Jordan alone to provision the overall situation, you can find other more well-known sports star, as there are now ratification star Kobe Bryant, can be powerfully sponsored and cultivated, making him the second Michael Jordan.

Nike's management's bet on celebrities marketing. These athlete celebrities including Michael Jordan and Tiger Woods had introduced and placed Nike and its

Nike began as Phil Knight’s semester-long project to develop a small business, which included a marketing plan. This project was part of Phil Knight’s MBA course at Stanford University in the early 1960s. Phil Knight had been a runner at the University of Oregon in the late 1950s. His idea for his project was to develop high quality running shoes. He thought that high quality/low cost products could be produced in Japan and then shipped to the United States to be sold at a profit. His professor thought that Knight’s idea was interesting, but not much more than a project.