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 Air Jordan 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.
Nike’s Air Jordan Digital Marketing Evolution
Air Jordan is a beloved shoe brand and has cemented itself as one of the best-quality sneakers in history. Its fame, fortune, and loyal buyers are a direct result of hard work and effective digital marketing.
From traditional television commercials to new cutting-edge technology, Nike’s Air Jordan has evolved throughout the years to stay ahead of the competition.
1. 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.
One of the first steps the shoe company made to stay ahead of the curve was to make a website in the late 1990s.
Creating a site 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.
2. Using 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 (now Meta), Twitter, and Instagram.
Doing so has made brand content more accessible. Behind-the-scenes looks, product launches and exclusive insights are at customers’ fingertips.
By utilizing social media marketing, Nike also has made Air Jordan easier to engage with on a personal level which helps solidify brand loyalty.
3. Influential Collaborations
In fact, since the beginning, Nike has implemented athlete endorsements 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.
With social media being a crucial part of many business strategies, launching campaigns that highlight partnerships with influential figures helps Nike reach a wider audience. Moreover, it taps into a new engagement.
Notable collaborations like Michael Jordan, Travis Scott, Drake, and more have elevated the brand’s image and expanded its reach on digital platforms.
4. 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.
Ultimately, 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.
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