Chapter 6: Consumer decision making

When it comes to a decision making process of buying or purchasing an Air Jordan product the customer is usually a fan of the sneakers or basically a fan of Michael Jordan in general. customers basically look for a good price and quality when it comes to purchasing a pair of Air Jordan sneakers. The prices have jumped from retail price of 2001 until now from 120- 175 dollars. some consumers will camp out on the release date of a Jordan sneaker which is usually released on a Saturday morning. some customers also buy the shoe because of a myth that they will play more like mike which is untrue. But they still strive to have the shoe due to the fact that they are a fan of the Jordan Brand or Michael Jordan's sneakers. But really the main issue of customers decision is the retail price which customers feel are becoming more and more expensive every year but true fans will still purchase the product because they feel the need to have it.

Chapter 5: Developing a Global Vision

The Jordan Brand is company that is worldwide due to the fact that fans around the world anticipate the release of these shoes as well as fans in the "United States". Jordan brand is also known for its tournaments in Tokyo as well as the Jordan Brand classic international game that takes place in Madison Square Garden Every year. In Tokyo japan Jordan may, 2011 Jordan brand opened up a retail store by the name of Tokyo 23 as well as hosting an event that showcased street basketball culture in Tokyo as well in Yo yogi park. there is also a limited edition pair of Air Jordan 5 Tokyo 23 sneakers which didn't release in the united states that are worth from $700-1800, but was retail priced in Tokyo for $160.

 The Jordan brand All American International classic has been a game played by future NBA players as well as players picked from all corners of the world. Jordan brand sponsors this tournament having international players wear the latest model of his sneaker, as you see the top 15 to 16 year old players battle in Madison square garden. Each year in order to pick participants Jordan Invites 40 prospects in a three day training camp. they hold strength conditioning and skills development drills. In the past 5 Years Jordan brand classic international game including Australia, Belgium, Brazil, Canada, China, Croatia, Czech Republic, England, France, Germany, Israel, Italy, Kazakhstan, Lithuania, Macedonia, Mali, Nigeria, Puerto Rico, Russia, Senegal, Serbia, Slovenia, Spain, Sweden and Turkey.

Chapter 4: The Marketing Environment

The Jordan brand marketing environment expands from a diverse fan base of different races. From Hispanics, Whites , and African Americans made the shoes so favorable because of what he brought to the game of basketball or how he would grace the court. Adults and teens who wanted to emulate their favorite players would go out their way to purchase his shoes. Jordan brand has made an impact  re- releasing shoes that were released from 1985 and above. The marketing environment from these sneakers is to bring something back they have not seen.

The Jordan Brand basically targets all different races world wide to different shoe distributers from champs. Footlocker, Footaction, and Dr.jays, as well as many other retailers. The environment used sneaker blogs and release date to inform buyers on shoes that are re releasing. a known problem with the Jordan brand is the inlflating price of the sneaker which become more expensive but fans will still purchase them.

Chapter 3: Ethics and Social responsibility

One of the Jordan brands corporate responsibility programs known as " Wings for the future " is known for making a difference and playing an important role in the life of youths. The wings program first started in the beginning of the year 201.The program represents motivation and dedication to inspire youth with a sense of education, creativity, and sportsmanship. The program is known for giving back to the community with refurbished basketball courts, classrooms, and even computer labs to different neighborhoods and schools. The wings program has  made visit to hospitals and conducted a basketball clinic for elementary students.

The Jordan Fundamentals program Acknowledges teachers as well as financial support by providing public aid to elementary schools. Founded in 1999 the company raised 9 million dollars to teachers to help innovate programs in classrooms. children were able to gain access to better books, computers, and supply's needed to help strive for a better education.

The code of ethics for Jordan Brand is routed in Nike tradition since they started the company. the company is based on serving a positive systemic change for workers and their supply chain in the industry. The covers workers protections as well as companies environmental impact and internal team workers.

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.