Ch. 4 - The Marketing Environment

Air Jordan's marketing environment has changed since the many years of this shoe brands release in 1989. Many different shoes companies used athletes to promote there shoe brand's but not until Nike decided to sponsor Michael Jordan, has made this all change. As time went on the hype new idea of a fashion brand shoe influenced by NBA stars has been increasing all over media till this day. For example, Lebron's, Kobe's, , Kevin Durant's and many more. Not to say there weren't any shoes that there weren't sponsored before Michael's time but there was just not as much hype as there is now. Air Jordan's are not only marketed to basketball players but also marketed to teenagers who enjoy fashion and trends. No matter what the race, when you walk down the street of New York City, 1 out of 5 teenagers you see are wearing Jordan's. Its not just a shoe for fashion it meets component lifestyles , you can wear them to walk, run, and play basketball. Many less fortunate people might not have the purchasing power to buy the top of line, in trend Jordan release's so the brand produced Jordan's for everybody that are cheaper and more affordable to buy in stores and online instead of waiting on line on release dates. Instead of $200-$250 for a pair of very limited shoes you may buy one for around $100 in the stores with unlimited pairs. Now that this trend that Air Jordan's has set, made a lot of new market competition with new branding of shoes coming out rapidly taking sales from the brand. So what Nike decided to do was re-release OG (orginial) pairs of jordans that released back in the 89-90's to attract old customers back into the brand instead of going else where.

(The Orginal the Retro 2016 of White Cement '89 w/Nike air tab) -- (The Retro of White Cement 2013)