Chapter 2: Strategic planning for competatitive advantage

The Jordan Brand makes an importance method of strategic planning is being endorsed by the greatest player in the game Michael Jordan. This makes the connection that they aspire to become great or be like Michael Jordan. The Definition of strategic planning is the managerial process of creating and maintaining a fit between the organizations objectives and resources, and the evolving market opportunities. Jordan brand also endorsed by the top NBA players, as well as main stream superstars giving them competition with nike or adiddas since fans want to wear shoes the stars play in.

  Jordan Brands Retail prices continue to increase almost every year, so they produce a limited amount of sneaker products. A new jordan sneaker is released every month that its consumers will keep up with increasing jordan brand sales. Jordan brand is a very competitive company due to competition of other companys are a threat because other sneaker markets have lower prices and a shoe depends on quality over quantity. other athletes are endorsing sneaker markets making jordan brand become more up tight with sales.

Chapter 1 : History and mission statement

  Early in 1984 Nike was a struggling shoe company. The running shoe that has fueled their sales in previous years was slowly dying and they needed a way to reinvent themselves in order to stand out to another markets. At the same time rookie player Michael Jordan was already endorsing several products. Meanwhile Nike hoped that his appeal would rocket sales but Jordan had other ideas. He had always preferred Adidas or the Converse shoes and hoped to sign on with those companies. Converse with Larry Bird and Magic Johnson on board as spokesmen were not interested in offering a better deal than Nike and Adidas wasn't interested at all. While Jordan himself did not see the significance of Nike's offer his agent David Falk saw a opportunity in Nike's offer to create a new line of shoes called "Air Jordans" and told him to give Nike a chance. 


Nike signed Jordan to a $2.5 million deal for 5 years plus royalties and other benefits. Peter Moore created the first AJ Logo with a basketball with wings lifting it. The introduction of the AIr Jordan I turned the athletic shoe industry upside down. Before the AJ I most basketball shoes were white but the bold black and red styling of the Jordan I flouted this convention. The NBA banned the shoe from the league in response but Jordan wore them anyway getting serious fines of up to $5000 a game. Nike was more than happy to pay these to keep the shoes on Jordan's feet and in the public eye. All this controversy and Jordan's numbers that year put the Air Jordan line on the road to becoming a household name.


 The Air Jordan line is now sold by the Jordan Brand subsidiary of Nike.  Collectors classify the Air Jordan line by release year and model: Originals (OG), Retros (shoes that have been recreated for sale to the general public), Retro-pluses (Retro +, Air Jordans that are similar to the Original product, with more up-to-date changes), Player Exclusive (PE, Air Jordans that are exclusive to certain athletes in the realm of sports) and Samples. Air Jordans Mission Statement is: "To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.

Brand Jordan

Before the AIR JORDAN, all basketball shoes were white. This simple statement only begins to describe the sheer magnitude of the changes that were about to occur to the sport of basketball and to the athletic footwear industry once Michael Jordan entered the league. Since Michael’s arrival and the launch of the AIR JORDAN franchise, both the game and the industry have been utterly transformed.
Each year, a new AIR JORDAN is unveiled. An annual event since its debut in 1985, each unveiling has been met with ever-increasing anticipation from the media, the industry, and the buying public. AIR JORDANs perennially dominate the market in sales and demand, establishing with each year’s model higher benchmark standards in design, innovation and performance for the entire athletic footwear industry. At the heart of the franchise is the perfect synergy between athlete and technology – Michael Jordan, the greatest player in the history of basketball, and the shoes he’s worn throughout his illustrious career that epitomize his relentless dedication to performance, innovation and achievement.
Today’s AIR JORDANs continue to build on the franchise’s rich history of innovative design and uncompromising performance. Inspired by the greatest to ever play the game, the franchise continues to lead and shape the athletic footwear industry into the future. As Michael’s legend continues to grow, his legacy in the AIR JORDAN franchise lives on.