Essay: Air Jordan by Nike
Air Jordan is a brand of shoes branded by Nike endorsed by Michael Jordan, a NBA professional who later bought the brand. The brand initially targeted NBA plays but other brands of Air Jordan have been developed which are designed the other sports and for the public. Nike was face stiff competition from competitors and needed to re-invent their marketing strategy. Though the NBA superstar was already endorsing several products, Nike requested Michael Jordan to endorse the Air Jordan brand in efforts to increase its sales among the NBA players and other basketball players cross the globe.
Though Michael Jordan was already endorsing Adidas and Converse, Nike offered a good deal and Michael Jordan (MJ) agent found an opportunity in the Jordan Air deal. Another factor that catalyzed Nike to seek MJ to endorse Jordan Air is because many shoe firms were not investing in endorsement deals but invested in marketing budgets. MJ was reluctant about the endorsement deal with Nike since he had gotten professional wearing Converse and Daddies products. MJ’s great performance was a great opportunity for Nike where they decided to request MJ to endorse their products. through MJ endorsing their product, it could promote its products differently and at the same time cut down costs since the players wer4e paid for wearing the products without much any other payments.