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.