There is intense competition among various brands in the footwear industry. Only a few brands have achieved to go beyond the normal norms in changing cultures and traditions.
A perfect example of a sneaker that completely transformed a simple shoe into a cultural revolution is Nike's Air Jordan. Nike is selling Air Jordan not only just a normal sneaker but also as a story that is hidden within it.
In this article, you can read about the marketing strategy of Nike for Air Jordan and how it affects sales. You will also learn how Nike has changed the narrative of Air Jordan.
History of Air Jordan
When Michael Jordan, the basketball legend, and Nike teamed to establish a trademark footwear line in 1985, the story of the Air Jordans started. But what began as a collaboration to create basketball shoes with exceptional performance soon beyond its initial intent.
Nike started creating a story around the Air Jordans that went beyond only their technical aspects after realizing the power of storytelling.
Storytelling is the new marketing strategy
Nike developed a brand identity that connected with customers on a deeper level by using storytelling techniques. The story centered on Michael Jordan's life story, accomplishments, and rebellious attitude both on and off the court.
Along with shoes, this story offered a way of life, an attitude, and a piece of sports history. Nike elevated the Air Jordan brand from a mere product to a symbol of greatness and aspiration by connecting it to the legend of Michael Jordan.
Collaboration with cultural influencers
Nike strategically collaborated with artists, designers, and cultural influencers to maintain the story's relevance and freshness. Nike increased the brand's exposure outside of the basketball court by collaborating with the domains of music, fashion, and art with Air Jordans.
The sneaker's significance as a cultural currency was upheld and its relevance was sustained through partnerships with hip-hop artists, designers like as Virgil Abloh, and cultural icons.
Impact on sales and consumer perception
The storytelling approach adopted by Nike influenced sales and consumer perception. Air Jordan elaborates on an interesting history and is not only just a shoe.
Due to this storytelling, Nike has charged a premium price for Air Jordan and there is an evident shift in the thought perception of consumers. Customers want to buy this sneaker just because of its limited edition drops and collaborations with legendary cultural influencers that have increased the demand for the iconic Air Jordan.
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