The headline read, “It's a duck, it's a jet... no, it's a pair of Air Jordans.” The sporting world went nuts as Michael Jordan set off for a dunk from the free-throw line. He was no longer Jordan. He had changed his name to Jumpman. The slogan for the shoe company is named after the best basketball player of all time, Michael Jordan. Right after, his then-recent line of streetwise basketball shoes took off, ushering in a new wave in sneaker culture. The story of the Air Jordan isn't about a shoe; it's about a legend. As a talented rookie who had just signed with the Chicago Bulls, Jordan wanted a deal with his favorite shoe company, Adidas. However, they couldn’t agree terms and he ended up at Nike. Their loss. The first two designs of Air …show more content…
A combination of Jordan’s achievements on the court, Nike’s incredible marketing campaign and Tinker Hatfield’s genius is responsible for the shoes success as a luxury brand (Carducci 43). So what is sneaker culture? It can only be described as transcendence or simply as ‘shoe becomes lifestyle.’ Driven by the current wave of consumerism, proper marketing and popular culture, high end shoes have become a way of life. However, Air Jordan is not just a status symbol. Black Americans identify with the brand because it symbolizes black excellence. As one of the greatest athletes in sports history, Michael Jordan is just as important as Michael Jackson, Mohammed Ali, Malcolm X and other icons. Jordan’s motto ‘go hard or go home’ still resonates with many sports fans. Fans who identify with Jordan’s motto have turned the shoe into a pop phenomenon, the sneaker culture which simply means these fans see the sneaker as a way of life, a must-have. Modern sneaker culture can trace its roots to the first Air Jordan released in 1985. Fast forward, in 2015, two of the biggest stars in hip-hop, Drake and Future collaborated on the latest song about Air Jordan,
In 1993, for some reason wearing white socks didn’t seem to appeal to the fans of basketball. Black socks wear made to be worn by the Fab Five and the Fab Five made them the hot new product for all players to wear. The world itself would transcend as the Fab Five would not only change the basketball culture but the fashion world as
He created the shoes called?Air Jordan? and created a line of shoes called Jordan? which made him very famous. Nike?s profits upped 20% through 1984-1986 helping them to be the dominant shoe company in America (? The Best Frequent Flyer?). In 2007 his brand of shoes are still making money in stores everywhere around the U.S. Nike sold more Air Jordan?s than any basketball shoe ever made (?
...er Jason Taylor “Team Jordan is something I wanted to do my whole career. Michael exemplifies everything that I think an athlete should be. The desire the competitiveness, everything about the man says winner and that’s what I’m about.” The hard work and desire Jordan put forth in order to achieve his dreams is well documented, and he has used this as the main focus in advertising his clothing line. By using other sports superstars who have achieved great things, he has been able to capture the attention of the sporting world. Once you put on the shoes and the clothing, you will begin to expect great things out of yourself. These goals come only after dedication and effort. Showing the work ethic of other great athletes and the thoughts that motivate them, Jumpan23 has successfully captured the idea of its clothing line. One has to look no further than the miniature symbol of a man flying through the air in order to imagine the possibilities and see what makes this advertisement so appealing.
Nike billboards have featured the Swoosh symbol painted by street graffiti artists, and flying basketballers letting loose with technical sports terms like: "I'm gonna dunk on your ass". And, of course, Nike has a home page on the World Wide Web where athletic Web surfers are urged to "hear Spike Lee talk about the Air Jordan XI, call 1-800-645-6031" (perhaps Spike jogs?
Michael Jordan is the only athlete to have ever gained the middle name "Air" because of his unbelievable ability to soar through the sky before he smashes the ball through the rim. He has managed to defy all obstacles ever thrown his way within the sport of basketball, earning his reputation as the most competitive and determined player in the NBA. Over the span of Michael Jordan's 18 year long career in the NBA, he has enjoyed world wide attention and recognition as the ambassador of basketball. Jordan has influenced basketball players around the globe and, with his own shoes and clothing brand, along with his artistic way of handling himself on the court, has developed a style of his own within the sport. Michael Jordan can be considered the foremost leader of the enlightenment in the sport of basketball.
Mega brands like Nike have been described as mediums for of globalization and technology for years. Nike being a flexible brand, elevated to the next level. The end results for Nike was innovating ad campaigns, superstars like basketball legend Michael Jordan, expansion of mega stores such as Nike Town, and Nike World campus. The Nike swoosh is meanwhile believed to be the most recognizable brand icon or corporate logo, conveying "Nike" without the need of words. The swoosh was designed by a university student attending a class taught by Nike CEO Phil Knight. (Amran et al., 2014).
As hip hop culture became prevalent in pop culture, so did black culture. Hip hop stems from black struggle. Their vernacular, songs, and spiritual ways were different from what whites were used to. Their different lifestyle of “living on the edge” was intriguing yet inaccessible for the whites living among them. Thus, this initiated America’s fascination with the culture. It became about what people assume and perceive about black people rather than what they actually are. In essence, an essential to cool is being on the outside, looking in. In the media and celebrities today,
"Getting and spending" has eclipsed family, ethnicity, even religion as a defining matrix. That doesn't mean that those other defining systems have disappeared, but that an increasing number of young people around the world will give more of their loyalty to Nike than to creeds of blood, race, or belief. This is not entirely a bad thing, since a lust for upscale branding isn't likely to drive many people to war, but it is, to say the least, far from inspiring.
These six words in many ways defined the late 1980s and 1990s, encapsulating the rise of hip-hop, NIKE, Michael Jordan, and the racial-class narratives embedded in each of them. The problem of such ethos are highlighted in a music video from Seattle’s very own Macklemore and Ryan Lewis.
The culture has entered everywhere from TV commercials to toys, video games, and also fashion industry. “Hip hop has been America’s most wanted music, both with sales and as the target of censorship. With its simultaneous focus on invention and tradition, hip hop has survived sampling lawsuits, FBI boycotts, Supreme Court obscenity hearings, mix tape raids, parody of the culture, pop crossovers, and the threat of white rappers taking over the music” (Hess 4). The lifestyle, that people thought would be a passing fade, it has grown to become a permanent part of world culture. Some hip hop artists like Russell Simmons have become some of today hero’s. Many other artists such as 50 cent, Jay Z, Lil Wayne, Snoop Dogg are now recognized as successful hip-hop moguls.
Michael Jordan not only changed the game of basketball, but more importantly, he changed the sports industry. Because of his American values of motivation, dedication, and a hard work ethic, he has helped define the way society views the sports industry. When people think of Michael Jordan, the thoughts that come to mind are most likely something to do with his Jordan Brand. Jordan had endorsements ranging from food products, store products, and his own brand “Jordan.”
When someone says the name Michael Jordan, the first thing that comes to mind is basketball, The Chicago Bulls and Nike shoes. Through the years, Michael Jordan has proved time and time again that he is the greatest basketball player ever, and by performing in this rapidly expanding sporting field, he has gained tremendous popularity throughout the world. People of all ages and from all nationalities have gathered to watch him play. A journalist states 'even your Aunt Matilda might not know nothing about basketball, liked watching him play' (Jonathon 1999:58). Jordan has become more than just an entertainer. He is a hero and a role model amongst basketball spectators. Johnson claims that 'he is the most famous American in the world' (ibid.). Perhaps he was born to be the best.
In this Case Study Analyses, an objective SWOT Analyses will be done to help identify potential strengths, weaknesses, opportunities, and threats within the Nike Corporation.
Nike Inc. was founded in 1962 by Bill Bowerman and Phil Knight as a partnership under the name, Blue Ribbon Sports. Our modest goal then was to distribute low-cost, high-quality Japanese athletic shoes to American consumers in an attempt to break Germany's domination of the domestic industry. In 2000 Nike Inc. not only manufactured and distributed athletic shoes at every marketable price point to a global market, but over 40% of our sales came from athletic apparel, sports equipment, and subsidiary ventures. Nike maintains traditional and non-traditional distribution channels in more than 100 countries targeting its primary market regions: United States, Europe, Asia Pacific, and the Americas (not including the United States).
Nike is the world famous company. It is an American multinational corporation which is occupied in the design, development, manufacturing and worldwide marketing and selling of the footwear, equipment and many more other services. The Nike Company was founded on 25 January 1964. The first founder Bill Bower man and the second founder Phil Knight. The Nike name comes from the Greek word goddess of victory. The mission of the Nike Company is to bring inspiration and innovation to every athlete in the world. There are two sides to Nike: the public face and hidden misery. It is the number one shoe maker in the world. This Company creates designs for all age groups, for instance, for men, women and for Children.