Team Building: Nike Bolsters Jordan Brand With New Cast
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Nike Stockpiling Superstars For Jordan Brand
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In an examination of Nike's strategy for the Jordan Brand with
Michael Jordan in retirement, the WALL STREET JOURNAL's Stephanie Kang writes
Nike is "determined to keep its Jordan footwear and apparel business —
and its $500[M] in annual sales — alive and growing." Team Jordan endorsers
include Nets G Jason Kidd, Lakers G Gary Payton, Bucs DT Warren Sapp, Yankees
SS Derek Jeter, Nuggets F Carmelo Anthony and jazz saxophonist Mike Phillips.
Jordan Brand President Larry Miller said that the "key to keeping the business
alive wasn't only to create a cadre of athletes that could be identified with
Jordan [but] it was also to expand beyond athletic footwear and apparel into
casual sportswear, a niche where Jordan's retirement presumably wouldn't affect
sales." Miller: "People are just as comfortable seeing Michael on the cover
of GQ as on the cover of SI. He has that mix of style and sport, and that means
we can take the brand to other categories. ... As we come closer to consumers
and they become more aware that Jordan represents something separate from Nike,
that it's more than just Air Jordan, then I'll start to feel success." But Kang
notes that shoes account for 70-80% of Jordan Brand annual sales and writes,
"With the strength of the line still anchored in [footwear] and the move into
sportswear still relatively fresh, it remains to be seen if the business can
compete with other urban sportswear retailers like Phat Farm, Fubu and Rocawear"
(WSJ,
11/11).
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