Introduction: Air Jordan Marketing Evolution
Launched in the 1980s, Nike’s Air Jordan brand has gone through an exceptional evolution in its digital marketing over the years.
Thanks to its adaptability, proactiveness, and creativity, the line has captured millions of sneaker enthusiasts’ hearts. Sports fan or not, Nike’s shoe line is one of the most recognizable and powerful brands in the industry, thanks to its digital marketing.
The History of Nike’s Air Jordan
In 1985, Nike signed a rookie named Michael Jordan to an unprecedented deal. They paid him $2.5 million for an endorsement deal otherwise known as the birth of Air Jordan. This cultural phenomenon grew with the rise of Jordan himself who became the GOAT of the professional basketball world.
Air Jordan 1 was released in 1985. The shoe was designed by Peter Moore. A black shoe with red color, this was the first shoe that violated the uniform policy created by the NBA. When Michael Jordan stepped onto the court wearing the Air Jordan 1’s, it not only stirred up controversy but fueled hype as a ‘banned’ shoe even donning the now popular, “they can’t tell you not to wear them,” slogan seen on many of the Jordan models.
The first year shoe sales of the Air Jordan 1 were over $126 million. This was forty times more than Nike’s sales estimate.
New Designs, New Marketing
By 1987, a new design by Tinker Hatfield was introduced. This with the first shoe featuring both the Jumpman logo, and visible Air located under the heel. As Jordan dominated on the basketball court from 1988 until 1993, the sales of his shoe, Air Jordan soared.
Jordan led the Chicago Bulls to six NBA championships, inspiring young athletes from all of the world and leading a cultural phenomenon with his shoes on full display. Young kids wanted to be Jordan, flying through the air with their tongues out, Air Jordan’s on foot. The movement became so popular that even famous hip hop artists and other 90’s celebrities wore the shoes including Kris Kross, the Fresh Prince, Ice-T, and Kanye West. In fact, they are still a major streetwear staple worn by influencers all over the world.
Even after Jordan briefly retired from basketball in 1995, the brand saw continued success. Over 150 million pairs of sneakers have been sold.
Air Jordan Marketing Campaign
Nike’s Air Jordans have got to be one of the most successful long-standing brands in history, and I’ll tell you why. It was the genius behind their marketing campaign. This was influencer marketing before there was influencer marketing. As a start they were worn by one of the top influencers of all time; Michael Jordan. This was over a period of time where he had constant visibility.
Exposure Equals Sales
Because so many people watched him, respected him and emulated him, the shoes were worn by people around the globe. This was the power source behind the shoes. For example, Michael is photographed with the shoes on. Other athletes also wear them and are photographed, rappers, celebrities, exposure, exposure, exposure.
This is the number one element of a successful marketing program. The more positive exposure your brand gets the better it will do. And, the exposure needs to be with the right person/influencer for your brand.
Be Omnipresent
The next reason Nike’s marketing campaign was so effective is that they were (and still are) omnipresent. You watch the basketball game, you see Nike shoes. The game cuts to commercial, Nike commercial. You drive your car down the highway and see a Nike billboard. Having omnipresence means that you are everywhere all at once. Again, more exposure.
The Power of Messaging
The third and most important element of this is messaging. Individuality was at the forefront of this with Air Jordan from day one hence the “banned shoe.” During the time that the first pair of Jordan’s were released the NBA had a strict uniform policy. This visible violation sent two messages. One, that Michael Jordan (and anyone that wore Jordan’s) were individuals, and that this was more than just a shoe. It was a cultural phenomenon.
Collaborations are Key
Even after Michael Jordan retired from basketball for the second time in 1999, the shoes saw continued success. This was from using the foundation of the campaign – exposure to collaborate with other celebrities who are still seen wearing the shoes. This includes Eminem, Hailey Bieber, Rihanna, Drake, Michael B. Jordan. The list goes on.
In 2022, fashion designer Louis Vuitton collaborated with Nike Air Force 1. The collection was designed by Virgil Abloh. This limited edition included 47 pairs of Air Force 1s designed by Abloh.
Blurring the line between fashion and sportswear, the shoes were only available through Louis Vuitton and ranged from $6,000.00 to $10,000.00 per pair. The shoes immediately sold out.
Nike’s Air Jordan Digital Marketing Evolution
Air Jordan is a beloved shoe brand. It has cemented itself as one of the most popular sneakers in history. Its fame, fortune, and loyal buyers are a direct result of hard work and effective digital marketing as technology and marketing changed from the 80s until today.
Starting with televised NBA games, traditional television commercials to new cutting-edge technology, Nike’s Air Jordan has evolved throughout the years to stay ahead of the competition.
Here’s how Nike stayed in the game with marketing through the NBA and television but also moved into the digital age as technology evolved.
Making the Move to the Internet
When the shoe line first launched, Nike relied on traditional marketing. Television, print, and athlete endorsements. All of these tactics were used to promote the Air Jordan line.
However, as consumers moved their interests to computers and the early days of the digital era began, Nike recognized the importance of the Internet.
With the birth of ecommerce, came a full-fledged Nike online store, which followed the launch of the Nike website. The store offers an extensive selection of Jordan’s and other products as well as Nike clothing and accessories.
Creating an ecommerce store instantly proved fruitful. Fans from all over the world were able to explore the brand, browse and purchase products, and interact with each other. It was also the first foundational block to establish the brand’s online presence, connecting Nike and the Air Jordan line to a younger, tech-savvy audience.
Nike on Social Media
As consumers move to social media, Nike has begun utilizing platforms to build a community around its Air Jordan brand.Like many businesses, the shoe athletic company launched official accounts across multiple platforms like Facebook, Twitter (X), and Instagram.Doing so has made brand content more accessible, and has highlighted not just the products but the people and the stories behind them. Behind-the-scenes looks, product launches and exclusive insights are at customers’ fingertips.
Today Nike has over 252 million Instagram followers, 36 million Facebook followers, 9.5 million Twitter followers and over 1.7 million YouTube subscribers. Nike also has significant engagement with their followers on every platform. On platforms like Instagram they also have multiple accounts that serve very specific audiences. Pages like @nikerunning or @nikesb serve very specific groups of people and highlight leaders within that sport.
In terms of the Air Jordan brand alone, Nike also has made Air Jordan easier to engage with on a personal level which helps solidify brand loyalty. Instagram and TikTok both have Nike owned Air Jordan. Influencers that have started their own social media accounts based on their love of the brand.
For example, @solecollector has over 20,000 posts and over 20 million Instagram followers. YouTube channel Mr. Foamer Simpson has created over 1,900 videos and has almost 700k subscribers which is a channel dedicated to kicks AKA Jordan’s.
While Nike’s presence on social media is massive, Jordan’s social media is another power source in itself. Michael Jordan’s Instagram alone has almost 29 million followers. It seems like everywhere that Michael Jordan goes, attention follows.
Influential Digital Collaborations
We’ve covered celebrity collabs with the Jordan brand, but, since the beginning, Nike has also implemented athlete endorsements. This was done to raise Air Jordan’s brand awareness and reach. This aspect of their marketing hasn’t changed. It’s actually become a crucial part of its online marketing.
For example, other iconic basketball players like Scottie Pippen, Carmelo Anthony and Russell Westbrook have all had signature shoes created. Derek Jeter has a signature Jordan line as does Dak Prescott. Air Jordan has even moved onto the soccer field with Paris Saint-Germain partnering with Nike.
With influential digital collabs being a necessary part of many business strategies, launching campaigns that highlight partnerships with influential figures helps Nike reach a wider audience. It also taps into a new engagement with new fans of the players liking and wearing the shoes.
As discussed, notable collaborations like Michael Jordan, Travis Scott, Drake, and more have elevated the brand’s image and expanded its reach on digital platforms.
Using New Technology
The digital landscape is evolving beyond phones and social media. In fact, advances like virtual reality (VR) and augmented reality (AR) have become frequent and almost commonplace.
Nike knows the next step in reaching its audience is with these channels – and they’ve already taken steps towards utilizing them.
For example, Nike’s “Jordan Breakfast Club” campaign used Snapchat AR filters to try on a new release of Air Jordan sneakers virtually. This elevates and enhances the customers’ shopping experiences while generating buzz among fans and enthusiasts.
Nike’s Air Jordan brand has been able to keep such a stronghold on the sneaker industry for multiple reasons.Through its successful adaptability and proactivity in online marketing, businesses can see how developing a digital strategy is important for success.
How You Can Market Like Nike
While marketing like Nike takes a substantial budget (which is somewhere around $3.59 billion), there are things that can be done to take your business to the next level. The first step of any successful marketing strategy is branding and messaging. Brand storytelling is what this is known as.
Nike’s brand message has evolved over the years, but the ‘Just Do It’ slogan has resonated with audiences for decades. It represents power and pushing your limits while striving to be the best. This is also what Michael Jordan represents with the Air Jordan brand.
Once you have your message and branding in order the next step is setting the foundation. This is doing things like setting up a website or social media so you have digital assets to market from.
Nike has hundreds of online assets from their main website, to sub-brand, and regional websites. They have their primary brand social media accounts, sub-brand accounts and even those that are localized.
For any business what would be best would be to have a website, and the primary social media accounts including Facebook, Instagram, TikTok, Twitter (X), YouTube, and Linkedin.
The next step would be to create your promotional materials. These are things like ads, videos, content that can be put on these marketing channels. Analytics and reporting should also be utilized to review what’s working with your strategy and what isn’t.
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Businesses that are in need of marketing assistance should consider an online marketing agency.
Marketing agencies can help businesses thrive with comprehensive digital marketing strategies. By conducting in-depth research, experts are able to customize a marketing plan for businesses that help drive traffic, increase engagement, and more.
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