Nike how to put Jordan shoes from sports brand upgrade into cultural symbols

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I contact a lot of business cases, a daily consumer goods enterprises, want to become a century old shop, then you have to let your brand become a culture. Jordan shoes, is approaching this infinitely. 3721.html ">2014 April, the AIR Jordan series 29th-generation new products are released in New York. What is the difference between Michael Jordan's change from a court ruler to a sports product ruler? And from New York to China, how a pair of Jordan shoes has fascinated many of his fans, please read the story quickly.

Although the "Flying Man" has retired from basketball for more than 10 years, Michael Jordan to show the world his old sword-not only making more money than ever before, but also more comparable than today's most popular athletes.

He made 90 million dollars last year. The figure goes beyond the 80 million-dollar annual record of Jordan's 1997-1998 athlete's peak season, and the 2013-year Floyd Maviser of almost all active and retired athletes-except the boxer "Pretty Boy" (Floyd mayweat EHR).

The 90 million-dollar 83% comes from the Jordan brand named after Jordan, a high-end brand of footwear, clothing and accessories from Nike. SportsOneSource estimated that last year, the "Money Flyer" from Nike to get a split of at least 75 million dollars.

Among them, the JORDAN brand of Air JORDAN (AJ) series of "Profit Cow" shoes. Since the introduction of the 1985 has been 29 generations of shoes, sneakers fans recognized: Each generation of AJ has fused the world's most cutting-edge sneakers technology, design concepts and fashion.

In the Jordan brand birthplace of the United States, sneakers is Jordan's lake.

SportsOneSource shows that in 2013, one of the two pairs of basketball shoes sold was a Jordan brand--the Jordan brand contributed 2 billion dollars to the huge "Nike Empire" last year, and helped Nike occupy 92% of the U.S. basketball shoe market.

To be aware, most of the athletes with well-developed limbs lack well-developed financial minds. In 2009, Sports Illustrated (sportsillustrated) reported that it was quite common for retired athletes to be financially messed up and even a lot of people were mired in debt crisis.

and the basketball industry "Chowa", in business is hooping, he especially know how to run their own "Halo on the head."

The image of the trapeze, NBA Championship, best player, scoring king, and so many of the "Huang", the image of the god of Basketball no one can be the enemy.

The 51-year-old Jordan is still ranked among the "Q-Score" ratings for the popularity of brands, celebrities and TV dramas, and his 25 million Facebook fans prove his popularity bujiandangnian.

Jordan was elected the most popular athlete in the ESPN sports poll in 2013, and, according to the ESPN magazine's Music issue, last year, Michael Jordan's name appeared in 50 new song lyrics, surpassing the second NBA star Kobe Bryant's 18, and the third LeBron James ' 15.

On YouTube, Jordan's video of the 1988 Slam Dunk contest was one of the top ten slam dunk lenses on the site.

"We talked to young athletes and found that this was the way they knew Jordan and that he was the greatest player in history," he said. Social media continues to keep Michael Jordan in a youthful state. "Brian O ' Connor, vice president of Jordan brand Marketing, said his perfect image in that moment was permanently fixed there."

Bob Dolfman, Bod Dorfman, creative director of Baker Street Advertising, said that if there were no such nasty scandals as Tiger Woods, then only one thing could take Jordan's light-

"That's time. When the buying crowd becomes a child who has never really seen him play, he becomes an insignificant person. ”

However, Jordan even had to fight the time, and he was deeply involved in the design of every generation of AJ sneakers. "Unlike most other athletes, he really likes to sit down and take part in the process of designing products and branding their own products," he said. "Tinker Hatfield, Nike's creative vice president, said Jordan even called late into the night to discuss the details of the design." Kest Hartfield

"It's not a matter of control, it's a sense of responsibility and pride in what you're involved in, and that's why he has made great achievements in basketball," he said. ”

In the 1980 's, the AJ series was launched to conform to the American pursuit of sneakers culture. And the sneakers culture has entered the mainstream media in China, the Michael Jordan from the 2004 visit to China and the sneakers he sells.

Since then, buying hundreds of pairs of sneakers is not an odd quirk, but a culture.

Now the shoes more highlight the characteristics of fashion and trends-because the TV show "where the Father" and the popular Lin father and son, put on the Jordan brand father and son wear sneakers, quickly attracted a large wave of people follow suit.

Chen, known as the "godfather of the trend", once put on a certain AJ sneakers, the shoe will also rise immediately. Jordan Brand sports shoes and fashion stars complement each other, accelerated the spread of sneakers culture.

Marching upward trend, with Jordan sneakers walk every step, is not only innovation, but also a source of money rolling.

(Source: Fast Company Author: Shanhai)