Title Page

Jaylen McDuffie

Marketing/Advertising Brief

SBU 321 01

10/12/2020

Marketing/Advertising Brief

Jordan Brand
 Jordan Brand SWOT Analysis

Strengths Well-known across the world and has high brand loyalty. Strong reputation
and a strong fan base behind the basketball star Michael Jordan. Products can
be seen as a luxury by many. Easily recognizable ‘Jumpman’ logo.

Weaknesses Can have high prices. Has had issues in the past with poor quality. The
products are manufactured overseas which contributes to issues with quality
control. As newer generations come in, they may no longer recognize the
Jordan name or it may become less important to them, and they may move on
to the star athletes’ brands that are subject to their own generation.

Opportunitie Ability to diversify into markets other than shoes and clothing. Ability to open
s more branches of stores in virtually any location as well as run a functioning
website and applications. Ability to provide sponsorships for athletes which
creates a higher product demand.

Threats Competitors such as Adidas, Under Armour, Reebok creating similar products
and starting brands with other successful athletes. Constant changes in fashion,
and being the first to react to the latest trends. Consumer preference changes.
The growing and improving market of counterfeit products. Other basketball
stars who may create their own shoe brand in the future.

Marketing Plan

Mission/Vision Statement: The Jordan Brand mission statement is "To bring inspiration and

innovation to every athlete in the world. If you have a body, you are an athlete."

How the 5 P’s are utilized:

Product - The Jordan brand sells basketball shoes, and other athletic-leisure shoes as well as a

line of athletic wear that is high quality and well-known globally. Since their sneakers are their

most popular product, the brand will slowly introduce new product lines and colorways of their

most popular types of shoes such as the Jordan 1’s. 

Place - Products can be found in sports retailers such as Footlocker, Finishline, and Champs as

well as various websites. These products are typically put on display in these stores as well as

advertised using the brand’s logo on the window. The Jordan brand, with Nike, wants to
eventually become completely online, as it would save the company money down the line since

they would not have to open stores, or worry about giving stores a percentage of their profits.

Promotion - The brand is promoted by well-known and highly respected athletes wearing and

representing the brand during their sporting events. These athletes are seen in the Jordan brand

by consumers, who are then inclined to purchase the product because they want to be just like

them. 

Pricing - Ranges based on type of product, as well has the supply that is available. Depending on

the product, only certain amounts of it are available which increases the demand, therefore

increasing the price. Prices are typically a bit higher because of the popularity of the brand as

well as the quality of the product.

Progress - In order to keep up with the changing times and advancements in technology, the

Jordan brand has created an app, and also has a website where customers are able to order their

products on there as well as see the new and upcoming products being released. These products

are also available on the Nike website as well as the Nike app and SNKRS app. The brand will

eventually be sold solely online to avoid extra costs and save more money.

Advertising Brief

Background - Michael Jordan teamed up with Nike in 1984 to launch the Jordan Brand. When he

was still playing basketball, the brand would release a new shoe each season, and he would play

in that shoe every game.His first shoe, the Nike Air Ship (which was the prototype for the Jordan

1) was outlawed by the NBA for not having enough white in them, and he was fined each game

he played in them. From this the notorious brand has evolved through the years with its unique

and limited releases and collaborations.

Role of Communication - The role of advertising would be to communicate to the consumers that

the Jordan branded products are the best and are worth being purchased. The advertisements are

created because the Jordan brand needs to create awareness for their upcoming product releases

in order to sell them. The brand’s desired outcome from their advertisements is to create

awareness in order to sell all of their products and have enough to sell to as many consumers as

possible.

Target Audience - Jordan’s target audience is quite large. The Jordan brand can appeal to many

different people. Men are far more likely to purchase Jordan-branded items, but many women are

also interested in the brand as well. Currently, young adults are the largest target audience

because of their affiliation with Michael Jordan. The Jordan brand appeals to those who are

athletes, namely basketball players, as well as those who just genuinely enjoy athleticwear and

shoes.

Key Idea - The most important thing to be included in the advertisements is its history, especially

with the new versions of the original colorways of the shoes. This information appeals to the

target audience because it is sentimental to them, and they will associate it with being of value

and will be more inclined to purchase it. It would also be important and helpful to include any

company that they are collaborating with if they are collaborating on the product. For example, a

very popular collaboration that the Jordan brand does is with the Off-White brand. Any

collaboration with Off-White is always a huge selling point and the product sells quickly no

matter what it is.

Reason to Believe - Consumers should believe in this campaign because the company has a lot of

history and a lot of meaning behind it. Along with this, the company is also very involved in the
community, keeping the surrounding world safe for all and is supportive of all people no matter

who they are. 

Tone - The voice of the brand is inspirational and uplifting. It is originally created for athletes, so

it should have some sort of inspirational message and voice to it. Ultimately, this is an athletic

brand, and athletes are all about powerful messages and representing something bigger than

themselves. The voice should also be sentimental and appeal to those who may have a personal

connection to the brand. The brand represents unity and being a family, and being created by

Michael Jordan, it also represents strength, and all of these things should be included in the voice

of the advertisement.

Deliverables - TV, application, websites, social media. The types of advertisements can vary

immensely. The most important advertisements are those that are on television commercials,

during sporting events especially, as well as on social media. The advertisements can also be on

other types of applications and websites. All of these are easily accessed by consumers across the

globe, especially by those within the largest target market.

Timing - Advertisements should show up during commercials of sporting events on television,

especially professional sporting events. They could also be advertised by the athletes who are

endorsed by wearing them during their event. As for social media, there are tons of

advertisements across each and every social media platform in many different forms, they can be

pop-up ads, videos that are posted by the Jordan brand accounts and more while a potential

consumer is going through their social media timelines.

 References

http://nikeairjordans23.blogspot.com/2010/09/air-jordan-brand-history.html#:~:text=Air
%20Jordans%20Mission%20Statement%20is,%2C%20you%20are%20an%20athlete.%22

https://nikejordansblog.wordpress.com/2016/02/14/swot-analysis/

https://prezi.com/ycb9fmelhnv8/air-jordan-swot-analysis/

https://prezi.com/dpqriesymwqf/marketing-mix-air-jordan/

https://www.businessinsider.com/nike-jordan-brand-rise-and-fall-history-2019-5

https://en.wikipedia.org/wiki/Air_Jordan