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The shoe was originally named the Air Jordan Revolution

The shoe was originally named the Air Jordan Revolution and incorporated Mike’s personality into the design concept. In the end, Nike decided to keep the Roman numeral system for marketing reasons and it also introduced us to Mars Blackmon after the brand decided to hire Brooklyn native Spike Lee to direct and star in the […]

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The Air Jordan I wasn’t changing the game with innovation at the time

To think, the first Air Jordan almost never even existed after Michael was so adamant that his agent get him a deal with adidas. Nike made it happen and the vision was to treat its new star like a tennis player, which at the time was the sport that had the best sneaker endorsements. The […]

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Jordan aligned with Novant

Jordan’s two-year agreement with Novant Health expired last year. Jordan aligned with Novant, in part, as a carrot for the healthcare company to sign a team sponsorship deal in the 2012 with the former Bobcats, who changed their name to the Hornets ahead of the current NBA season (Novant remains a team sponsor).

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Jordan retired for a third and final time a dozen years ago

Jordan retired for a third and final time a dozen years ago, but he still resonates with the public like few other people on the planet. He rates higher than any current of former athlete when it comes to consumer perception, according to market research firm Repucom. He ranks fourth among all celebrities in the […]

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Nike created the famous “Jumpman” logo…

Then, in 1987, Nike created the famous “Jumpman” logo…and the rest is history. The shoes were already well-received, but after that they just exploded in popularity. First, the Jumpman logo was just on the shoes. Then it popped up on T-shirts, pants, socks, and everything you could imagine. Nike went from the gutsy startup company […]

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Did Jordan get to be a worldwide superstar because of his basketball skills alone? Of course not! Nike and Air Jordans had as much to do with it as anything. In fact, it’s probably the penultimate example of innovative marketing. Before Air Jordans, there were no signature shoes – just sponsorships. Before Air Jordans, NBA […]

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The genius of Nike’s marketing is not limited to leveraging big news stories

The genius of Nike’s marketing is not limited to leveraging big news stories. It appears every day in the sports sections of newspapers, blogs, and TV coverage of sporting events as the Nike swoosh is prominently displayed on uniforms and sports gear. The location of the swoosh for maximum exposure enables the brand to be […]

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Nike made a commercial with Tiger Woods that became

Since the 1984 Olympics, Nike has used just about every opportunity to leverage their promotional investments with news coverage. In 2010, when the news media was focusing their attention on the Tiger Woods cheating scandal, Nike made a commercial with Tiger Woods that became its own news story and capitalized on the widespread interest in […]

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The truth Jordans can keep margins

The truth Jordans can keep margins so wide because of it’s branding power. Jordan’s are luxury goods, but one that isn’t exclusive to the wealthiest. The name Jordan it self is worth millions of dollars. At a civil trial focused on the market value of Michael Jordan’s identity, Jordan was awarded $8.9 million from Safeway […]

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The Air Jordan Space Jam Collection Began Releasing Today

Space Jam season officially gets underway this weekend as we’ll be seeing a handful of “Space Jam” Air Jordans hit retailers beginning on Saturday. But if you happen to be in the New York area then you’ll have early access to a few releases. Harlem’s House Of Hoops has released the Air Jordan 9 Space […]

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