How the Jordan brand revolutionized the sneaker market? It accounts for 11% of Nike's sales and has created a legion of consumers beyond basketball
Special analysis on the sports goods market. Exciting updates next week...
Here we presented the impacts of the Jordan brand and how the Last Dance series on ESPN and Netflix forever changed its status.
This week, an interesting data went viral, concerning global sneakers sales, revealing that the Jordan brand is second, Nike the top, surpassing giants like adidas and others.
Nike and Jordan, a perfect match.
The Air film (Trailer) should be watched as a sports marketing lesson. The company was big, but far from the current US$ 46.7 billion in sales.
The Jordan brand, with the Last Dance significant impact during the pandemic, saw the sales skyrocketed.
While everything was closing, young enthusiasts captivated by the stories of jersey number 23 rushed to e-commerce after watching it on Netflix.
The doc was viewed by an average of 5.6 million people in the US on ESPN, and 24 million watched at least a part on Netflix in the first month of release.
Sales US$ Bn
The brand, which had already been heavily investing in its pop culture image, transformed into something much larger than basketball shoes. It became part of the urban street culture of the connected youngster.
The Jordan brand's revenue in 2022 exceeded US$ 5 billion for the first time. Previously, it accounted for 8% of Nike's sales, and now it's at 11%.
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The products are expensive and highly value-added, a dream for all brands.
Original sneakers sales
Associations with NBA teams and the entry into soccer with PSG were correct strategic decisions.
Converse X Jordan
An interesting comparison can be drawn between the evolution of the Jordan brand and Converse, another brand connected to an audience interested in lifestyle and is also a part of Nike´s gropup.
Sales US$ Bn
In 2017, Converse generated US$ 2 billion in revenue, while Jordan generated US$ 3.1 billion.
Currently, the Converse brand generates US$ 2.3 billion, in contrast to Jordan's US$ 5.1 billion global sales.
Administração | Atendimento e Recepção | Customer Success | Sustentabilidade
1yO Filme AIR retrata toda negociação da família (mãe do Jordan), com as empresas na época, é muito bom! Um cara resolve apostar as fichas em um único jogador, contrariando a politica da empresa... e não é que o cara acerta ! o maior de todos! Jordan.
Jornalista Diplomado com Pós-Graduação em Marketing Digital
1yTenho uma camisa do PSG do Air Jordan! Uniforme principal.