Jordan Brand is one of the most recognizable brands in the world, thanks to Nike and basketball G.O.A.T. Michael Jordan, with fans ranging from NBA pros to high school athletes to casual sneaker heads.
But the brand is reaching middle age, recently celebrating its 40th anniversary with a year-long marketing campaign full of activations, product launches, and ad spots designed to engage its fans, old and new.
While the brand still boasts mass appeal and unwavering street cred, it hasn’t been immune to pitfalls.
Its parent company Nike has been revamping its marketing strategy to regain its spark following years of sluggish sales. In the 12 months to May, Jordan Brand posted $7.3 billion in revenue, marking a 16% decrease year-over-year.
Its anniversary campaign blends nostalgia with ambitions to expand beyond streetwear and basketball.
Now, Jordan must reach a younger generation of fans that didn’t grow up watching Michael Jordan ball.
In this episode of Adspeak, Adweek editor-in-chief Ryan Joe and advertising news reporter Cydney Lee discuss the history and influence of Jordan Brand, the marketing elements behind its 40th anniversary, and what the brand needs to do to stay relevant for the next generation of athletes and everyday consumers.
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