Chapter 5 : Developing a Global Vision

Air Jordan Brand, a company that has made an impact to the game of basketball is known world wide. During the summer Jordan brand has launched the Quai 54 campaign to promote basketball in Paris. The tournament consisted of a slam dunk contest,3-point shoot out, and the street ball champion ship.

"Paris has welcomed us with open arms yet again as we made our way out here for Quai 54, the International Street ball Championships. We started our trip by bringing Team Jordan athlete Ray Allen to the House of Hoops in Paris where he answered questions from and signed autographs for a small group of fans. News spread quickly about Ray being in town, and by the time we left a mob had congregated outside of the store to get a glimpse of him"

From Team Jordan brand

While Jordan Brand was in Paris promoting their tournament a oportunity arised to promote a shoe called the Air Jordan 5 Quai 54 edition. Jordan Brand has taken advantage of this event to make a profit of a limted shoe only to be realeased in Paris and a couple international countries. This shoe is to never be realeased in the United States.

With the price ranging at 160 US dollers, this shoe would be an easy oportunity for resellers to make a profit or to have a limited sneaker added to their collection.

Chapter 4 : The Marketing Environment

Since the debut in the NBA of Michael Jordan with the Chicago Bulls in 1985, Jordan Brand has just taken off since the start. Everyone wanted to be like Mike being Five time MVP in the leauge, Defensive player of the year , Slam dunk champion people could say Jordan has done it all. The way MJ played and the sneakers he brought to the court set the stage for him to target his audience. Adults and teens who wanted to be like their favorite player would go out of their ways to purchase the shoes MJ sported in games. As time grew and Jordan kept fasicinating the crowds his sneakers would be purchased by a diverse fan base, it could be from Hispanics ,Whites , African Americans , everyone was purchasing them. Here in NYC one of the meccas for fashion the Jordan Brand has made an impact re-releasing shoes that came out from 1985 and above. One store thats famous for this is Niketown NY located on 57 st and 5 ave the hearts of high end fashion where tourist all over the world pass by and vist. The brand is able to use applied research to help make new products or improve old products. For example on Feburary 18 2012 Jordan brand re-realeased the cement 4s which was realeased back in 1999. With the technology today the brand was able to determine what the consumer wanted and bring back something they have not seen .

Jordan brand targets different races worldwide by spreading their sneakers to most shoe distributers. Stores like Footlocker,Footaction,DR.Jays, little mom and pop stores, the list goes on . Jordan brand sneakers and clothing can be found. Teens , adults , if anyone knows Michael Jordan they know the shoe and the reputation it has on the sneaker industry.

Chap 3 Ethics and Social Responsability

Social Responsability
"Right at the start of 2011, we kicked off our WINGS for the Future program and continued our tradition of making a difference in the lives of youth in our communities. Through a hands-on approach, we’ve developed programs to motivate and inspire youth with the pillars of education, sport and creativity at the forefront.
This year alone, we’ve refurbished basketball courts, classrooms and computer labs. We’ve made special visits to hospitals and conducted a basketball clinic for elementary students. Team Jordan athletes have also stopped by our WINGS events to provide words of wisdom and encouragement".

http://www.nike.com/jumpman23/index.html#/blog/2995?idx=77

 Jordan Brand is using their social responsability in order to help out communites all over the world. This is a chance where the athlete meets the consumer/fan who supports the brand and what it stands for. The Wings for the future program also gives the chance to many young talented teenagers to get helped by nike/jordan brand desginers in helping create a shoe. It is the programs like this that make the Jordan Team look good in the eyes of the millions of kids and adults that have a passion for the brand.

Code of Ethics

Jordan Brands code of ethics, is to push themselves higher and higher on performance and to achieve their best in what they do.

"We’re focusing our corporate responsibility efforts in the areas in which we can have the greatest impact and create the most value: Through the materials we design into our products, through the process of making those materials and products, and in the world of sport where our products are used".

            

Chap 2 Strategic Planning

The Jordan Brand Mission statement is part of the strategic planning Jordan brand is doing. With the promotion of "Become Legendary" campaign, it shows Jordan brand using all-star NBA players to promote the sneakers and attire. 

Jordan brand targets people from all ages, primarily the people who take interest in basketball. With all the players signed to the brand they promote the sneaker and clothes by giving each player their own signature shoe and color way. The promotion of the brand is already has its foundation laid down by Michael Jordan, But with the new players it brings in, it lives on. Each player chosen to represent this brand, is a player with great potential, leadership, and a major fan base. The more popular a player is, the more apparel will be sold. Using this to its advantage the company has a lot of profit coming in.

Chp 1 Brief History and Mission Statement

  

At one time, Nike was a shoe company mainly designed for the production of running shoes. As time came the company was slowly drifting away and needed to make a quick impact to gain control of the shoe industry, With that said they had their eyes on a rookie by the name of Michael Jordan. Since his college days Jordan would have been seen sporting in Converse or Adidas basketball shoes. Never did he imagine signing to Nike, yet alone giving him is own line of shoes called "Air Jordan's ". In the year 1985 Jordan debuted the Air Jordan 1s, generated around this shoe their was a lot of controversy because of the black and red color way not matching the uniform. In the leagues response the NBA would fine Jordan $5,000 dollars every time we would sport the shoe. Nike loved the attention and gladly paid the fine each time, in this way promoting the shoe. Little did Nike know Jordan Brand would make history.

                            Jordan Brands Mission Statement 

                       "Become Legendary"

“The ‘Become Legendary’ campaign is not about the end result, it’s about the path you take to pursue your aspirations.