Product Life Cycle Of Nike Air Jordan

Michael Jordan, in his prime, was thought of as one of the greatest basketball champions of all time. A shooting guard, standing at six-six, Jordan was able to out play anyone in his position. He started his career at the University of North Carolina, where he helped his team win a national championship. He then was drafted by the Chicago Bulls in the 1984-85 season. While playing for the Bulls, Jordan received many awards such as, MVP, five championships, Olympic gold medals, slam dunk contests, and many more defensive and offensive awards. Jordan simply dominated the nineties and left the game as a NBA Finals winner in 1998.

Jordan burst into the league as a rookie sensation scoring in droves with an unmatchable first step and acrobatic drives and dunks and concluded his career as a cultural icon. Hard work, dedication, and the desire

sale of Nike’s high-margin products to high-end customers. Regardless of the low cost of the World Shoes, they

Michael Jordan impacted a nation of kids and impacted a society. Before he joined the Nba not a lot of people watched basketball because it didn’t have enough excitement in it. But Jordan being drafted to the Chicago Bulls changed that. Him joining the Nba helped increase its popularity. He became one of the main attraction for the Nba making more people want to watch it. He became an idol to many people, especially to kids and teens, giving a reason to follow his footsteps of becoming a great basketball player.

Michael Jeffrey Jordan was his full name. MJ was his nickname, he was known as the man that changed the game of basketball forever and nobody knew that even when he was in high school that he would grow to be the best player to ever play the game. Michael was influenced by his older brother, his brother was much bigger and stronger than him, but Michael made it his goal that eventually one day that he would be better than him, Michael was cut by his high school coach twice, and wouldn’t make the team until his senior year, where he completely changed the game and was unrealistic the way he could dunk it and dribble, and as well shoot the ball. Michael attended the University Of North Carolina. That is when the nation took notice that he was

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

Jordan’s journey started his freshman year of high school during basketball season. “He (Michael Jordan) did not make the basketball team at Laney High School his freshman year.” (Jhonson 1) The first tryout of his high school career, he didn’t make it. That would absolutely demoralize a person and break down their self esteem. But Jordan kept at it and kept training to be the best player he could be. “Jordan was only 5’11 his freshman… He grew 3 inches his junior and senior year , making him a final height of 6’6.” (Jhonson 1). With his final height, Jordan would be able to excel at many levels of his game. Making him a national force at the high school level. Jordan would go on to play college basketball at the division one level at the North Carolina University, and then get drafted by the Chicago Bulls. “Jordan is considered to be one of the greatest basketball players of the twentieth century” (Jhonson 1). With Jordan getting a mega deal with Nike to manufacture shoes and many other products, Jordan would go on to make a fortune. Jordan won 6 NBA championships and a 5 time NBA MVP award recipient. Jordan started from not making the freshman basketball team to being named on of the best basketball players of all

Michael Jeffrey Jordan is known by many people as the best basketball player ever to play the game. Jordan played for the Chicago Bulls, helping them obtained six championship titles in eight years. Now remembered for being the best and the most popular athlete in the sports world. He had a great influence on the people. "Jordan was just another great legend" (Stein 2). Being a role model on and off the court Jordan showed his abilities to play the game and his kindness towards other people, especially those who admired him the most. "His widespread appeal to fans has helped keep basketball one of the world's most popular spectator sports" (Stein 1).

Michael Jordan, six time NBA Champion as well as league MVP, displayed great passion for the game of basketball throughout his career and even after his career, a passion that inspires multitudes of basketball fans and players around the world today. Michael Jordan's basketball career was led by his unrelenting determination, passion for the game, and also his ferocity and flair that characterized his play (Chicago Tribune). He is not only classified as one of the greatest basketball players of all time, but he also made an enormous impact on the game of basketball as well.

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.

Everyone has his or her opinion on who is the best player in National Basketball Association history. Some will say LeBron James but ninety percent of people will say Michael Jordan. Michael is known for playing basketball for the Chicago Bulls, but he has also contribute to more than just basketball. He is also an Olympic athlete, businessperson, and an actor. “Jordan is one of the most popular and widely known sports icons throughout the world” (Kellner 1). Many do not know but Michael has a short baseball career. Jordan has a very interesting life; he inspired many young child to follow his example in basketball; also being an entrepreneur producing a clothing and shoe line and an inspirational leader.

Jordan’s impact in the NBA ( National Basketball association) was legendary because he would score forty or more points seven times. In his rookie year he was crowned

Jordan's accomplishments on the court and his affable personal style made him the ideal poster child, not only for the NBA, but for basketball all around the world. His presence greatly impacted attendance at games, no matter

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

Brands use different strategies to create competitive advantages to beat with their rivals. Some companies use “Overall Cost Leadership” to increase profit by reducing costs and increase market share by lowering price. Some companies use “Focus Strategies” to select a group of market and tailor its strategy to serve that group. The others use “Product Differentiation” as a strategy to obtain a premium price by making unique products. Nike, with its differentiation strategy, the company is continuing to separate its self from the competitors by using its superior technology and innovation. This paper mainly discusses on the company’s product differentiation and analysis how the company using this strategy to build its brand image and become a market leader in sportswear industry. A brief discuss about Nike competitive advantage which related to its broad differentiation aspect and the company product life cycle are also presented on this paper.