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SBD/Issue 88/Sponsorships, Advertising & Marketing
Air Jordan XVII To Hit The Market With $200 Price Tag
Published January 23, 2002
Nike's new Air Jordan XVII sneakers, which hit stores next month, "are Nike's highest-priced [sneaker] ever," as they will sell for $200, according to Paul Tharp of the N.Y. POST. The sneakers "are sold in a sleek metallic briefcase, an homage to Jordan's executive skills in reaping millions on his endorsements." The sneakers also come "with a full-length CD-ROM showing behind-the-scenes footage of how the shoe was developed." Meanwhile, Nike execs said that "in the three months since Jordan's comeback, Nike's worldwide sneaker sales rose 4[%] to $2.3[B]" (N.Y. POST, 1/23). ADWEEK reports that Wieden & Kennedy, N.Y., will unveil a new ad campaign, directed by Spike Lee, to introduce Nike's Air Jordan XVII. The three-spot campaign, which breaks January 27 during the NFC Championship on Fox, stars Bucks G Ray Allen, Clippers F Darius Miles and Clippers G Quentin Richardson (ADWEEK, 1/21 issue).
WALKING DOWNHILL: According to a National Sporting Goods Association market survey, the average price paid for all 24 categories of sport and athletic footwear in '01 was $40.17, a drop of less than 1% from the '00 average of $40.32. The average price of basketball shoes fell 3.9% to $54.92; cross training, 2.6% to $47.01 (NSGA).