Faced with the statistics of "adidas surpassed Jordan Brand to become the second largest sports brand in the North American market", and its share in the resale market decline, and even revolving around a large number of replicas of Air Jordan, Jordan Brand seems to have reached a delicate crossroad this year.
However, whether it is to replicate, innovate, and jointly sign the Air Jordan, or keep the shoes updated in the professional sports field of its contracted players, Jordan Brand is undoubtedly making different attempts: in 2017, there were both Air Jordan 4 "Moto" and Air Jordan 11 "Win Like '82", which are popular among the masses, and are replicas of Michael Jordan's classic story; there are also heavy joints that guide the topic of cutting-edge trend enthusiasts like KAWS and "The Ten"; not to mention the signed Chinese player Guo Ailun and the signature shoe model Jordan Why Not officially launched for Russell Westbrook Zero.1.
Looking back on these actions this year, it is not difficult to see that Jordan Brand is making different attempts on the shoulders of its biggest "cultural treasure" Air Jordan, even from all walks of life have mixed opinions. Whether Jordan Brand can return to market dominance this year may be just a "false proposition", but in the general direction of brand globalization, what kind of Jordan Brand will we see next?
Jordan Brand’s “dilemma”?
Even though Jordan Brand seems to be "declining" in the past year, whether between the topics of Sneakerhead or various reports, it can still be seen from the Nike company's financial report for fiscal year 2017 that Jordan Brand continued to grow with a total revenue of US$3.1 billion in the last fiscal year.
So when the public opinion orientation surrounding Jordan Brand is in contrast to its data performance, what exactly is the "dilemma" that the brand is facing? The core audience loss under the large volume of
?
Last year KAWS x Air Jordan 4 Pop-Up release site
As the most core group in Sneaker culture, Sneakerheads are not only the core consumers with the most loyalty and consumption power, but also the "big hero" who can keep Jordan Brand in the cultural level after Michael Jordan retired. However, in the past two years, Jordan Brand's move to replicate the Air Jordan regular shoes is being criticized by many cutting-edge Sneakerheads.
is called "Xiao Pi Hai". Currently, with more than 45,000 fans on YouTube, the blogger of sneaker culture and trendy clothing from Malaysia admitted to HYPEBEAST that he had never bought Air Jordan replica shoes in the past year: "First of all, the Air Jordan replica has not changed the handmade texture and the pricing has soared. Secondly, the Jordan shoes I like are almost difficult to buy."
"Little Brad" summarized his personal usage rate on YouTube channel Top 5 shoes
"Jordan's replica is too frequent and naturally has praise and criticism. Although many love Jordan People who have the opportunity to buy classics again, and younger generations can also experience the classics of the past through reproduction. "Jordan Brand's overly frequent reproductions of Air Jordan also made "Xiao Pi Hai" feel both love and hate: "But what I got was everywhere."
When Air Jordans that were replicated in large quantities can no longer satisfy Sneakerhead and Hypebeast's special consumer psychology, although there are still heavy joint brands or shoes that truly conform to Sneaker's cultural settings have caused a topic in the market, this group of core audiences are still gradually losing.
"Jordan's reproduction is too frequent and naturally has praise and criticism. Although many people who love Jordan can have the opportunity to buy classics again, the younger generation can also experience the classics of the past through reproduction. However (the frequent reproduction of Jordan shoes) is everywhere. — "Xiao Pi Hai (Little Brat)"" Josh Luber, CEO of the
StockX website, also pointed out the problem of oversupply of Jordan Brand's products: "In the past, Jordan's supply less than market demand allowed almost every shoe to be sold immediately, but in the past three years, Nike and Jordan have indeed continued to increase supply and increase retail prices, which has led to the "unsalary" status of some Jordan's products.” Due to limited supply of products, Jordan Brand has always maintained a high brand tone. Even though the "all over the street" after the increase in supply reflects an optimistic sales revenue data, this has also weakened the brand value of Jordan Brand. The negative effects of
"Concord" and AJ 4 "Bred" that will be reproduced in the next two years are heavyweight classic . The negative effects of Air Jordan 1 "Royal Blue" in 2017 were replicated in the domestic release. The reputation of feelings and reputation has been rising all the way before the release, and after the release, it was lukewarm in the topic and resale market, and the situation of "who is very popular but not popular" was confirmed. The two consecutive Air Jordan 11 "Win Like '82" and "Win Like '96" further wore off Sneakerhead's confidence.
fashion trend and changes in market structure
fashion brands have entered the market. The Sneaker field has also impacted the Jordan shoe model
, which has already established a high-end image. In addition to the clichéd issue of goods, Jordan Brand also has to deal with changes in the market structure in recent years - whether it is the once-prominent Under Armour or the re-emerged adidas, as well as various brands including fashion brands have gradually made efforts in the Sneaker category - Jordan Brand's opponents are not only the old rival adidas, but also other brands whose market share is increasing in the environment of Sneaker's cultural development and the growth of the sports shoe market. What is most important is that under the "retro trend" in the past two years, brands from sports to fashion have been vigorously promoting replica and retro-style sneakers, which has just left the attention of Jordan Brand's largest consumer audience, namely the fans of Air Jordan replica.
Diane Sullivan, CEO of Caleres Inc., a parent group of North American retailer Famous Footwear, once revealed to SGB Media that the contribution of sports and lifestyle shoes made an indelible contribution in the third quarter of 2017.
"Nike and Jordan Brand failed to predict this. —— Matt Powell"
Talking about the changes in the market share of Jordan Brand and even Nike in recent years. NPD Group analyst Matt Powell pointed out that consumers' demand for sports shoes has changed from sports professional performance to fashion style is also a major factor. "Nike and Jordan Brand failed to predict this."
In fact, as early as 2015, data showed that 65% of Chinese consumers were pursuing fashion rather than professional sports performance when buying Jordan shoes. But the brand also had its own considerations at that time - Jeanne Huang, spokesperson for Nike Brand China, once said in an interview with Fortune: "If it loses connection with basketball professional performance and is separated from its fundamental athletic attributes, it will be very dangerous. We don't want Jordan to become a lifestyle brand."
After the actual combat generation of Air Jordan 29 to 32, Westbrook, the most famous star of Jordan Brand, also ushered in his official signature sneakers Why Not Zero.1
Michael Jordan retired, the halo effect of his "God of Basketball" is undoubtedly gradually weakening; with the overall decline in the basketball shoe market and the changes in consumer demand, Jordan Brand How to transform its advantages in professional sports attributes into greater influence at the cultural level (Lifestyle) while balancing the two is also a problem that it urgently needs to solve.
Jordan Brand How can we attract another trend?
There is no doubt that Jordan Brand will make drastic improvements in 2018. According to the author, Jordan Brand is making different new attempts around "how to touch consumers' needs from "on-field" to "off-field" at the same time." Can the limited edition of
save the market?
once triggered the Air Jordan 1 "Bred Toe"
, which was a topic of Sneakerhead in China. In response to the problem of the decline in Jordan Brand's brand value due to the increase in supply, Trevor Edwards, Nike brand president, made a statement that it will reduce the volume of Air Jordan shoes this year at the end of last year: "We hope to continue to make Jordan popular and maintain its uniqueness. For this reason, we are managing and controlling Jordan's tone style."
"Control volume control is like a double-edged sword, because I can't predict whether this will reverse the brand's revenue and how to fill the revenue loss in this part. But in the long run, for the protection of brand image, I think this (control of the volume) is definitely what they should do the most. —— Josh Luber "
"Control volume control is like a double-edged sword, because I can't predict whether this will reverse the brand's revenue and how to fill the revenue loss in this part." Regarding the product supply issue of Jordan Brand, Josh Luber once expressed his personal opinion to Business Insider: "But in the long run, for the protection of brand image, I think this (control of the volume) is definitely what they should do the most."
Air Jordan 3 "Free Throw Line"
"Scarcity is precious, and many people will keep chasing you because they can't buy shoes." Facing the author's question about whether limited supply can "save the market", as a consumer, "Xiao Pi Hai" has a positive attitude. The lower-than-estimated release volume of Air Jordan 3 "Free Throw Line" this year and its performance in the secondary market also seem to have given an answer to this question.
younger marketing strategy
Justin Timberlake's personal cooperative version of Air Jordan 3 "JTH" is regarded as a "soft broadcast" with a valuation of nearly $3 million. In addition to controlling the volume, Josh Luber also said how to rebuild the image of the Jordan Brand brand is another challenge that the brand needs to solve at the moment.
With the transformation of the social identity and consumption structure of the first generation of Sneakerhead, young consumers born around the millennium began to become the target of brands. According to what I learned, Jordan Brand hopes to maintain his usual high-profile nature and establish a younger and more diverse image to gain recognition from the target group of people aged 16 to 22.
"Jordan Brand was too obsessed with basketball stories and history in the past. Young people's concentration is actually very short. They don't spend time studying historical stories that they are not interested in, let alone buying those shoes." As a young Sneakerhead of the post-90s generation, "Xiao Pi Hai (Little Brat)" has not experienced the glorious era of Michael Jordan. My understanding of Jordan Brand comes from the replica of Air Jordan in the past: "To me, Jordan Brand is more like telling a story, a story about Jordan."
"Jordan Brand's past Too obsessed with basketball stories and history, young people's concentration is actually very short, and they won't spend time studying historical stories that they are not interested in, let alone buying those shoes. ——『Xiao Pi Hai (Little Brat)』"
During this year's All-Star Weekend, Jordan Brand collaborated with social software Snapchat, using its signature AR Filter technology to allow users to see Michael Jordan who changed into this year's new uniform and wears Air Jordan 3 "Tinker" through his mobile phone lens, and AR images of classic performances at the 1988 NBA All-Star Slam Dunk.
Then Snapchat will give a QR code to the Air Jordan 3 "Tinker" purchase page, giving users the opportunity to buy this pair of sneakers that will be officially released in March in advance. This Jordan AR video attracted considerable attention and discussion during the forwarding and dissemination process of Snapchat social software users. In the end, the Air Jordan 3 "Tinker" was sold out quickly, and each user's stay time for watching AR videos was about 80 seconds on average.
"They will start to involve things that young people like, such as using some YouTubers that young people love to watch for content, such as Qrew TV." "Xiao Pi Hai (Little Brat)" also means that Jordan Brand has begun to make changes to the younger audience. Jordan Brand is stepping closer to the preferences of his target population as to how to create topics in this social age.
In addition, for the different preferences of young people, we can also see that Jordan Brand’s celebrity promotion strategies are becoming more and more diversified. Signing a contract with Chinese basketball player Guo Ailun is an epoch-making measure in the field of sports.In terms of entertainment and social communication, we never thought that Jordan Brand would hold hands with these celebrities: rapper Travis Scott and world's top dancer duo Les Twins were all taken under his command; for the increasingly popular e-sports field, Jordan Brand has been more refined to the Chinese market, and last year he joined hands with Xiye of WE team and Cat God, a member of QGHAPPY team.
Feng Chen Wang 2018 launch show Air Jordan 1, Jordan Brand has already started to contact such independent designers
It is reported that this year, Jordan Brand will focus on the target audience in terms of celebrity strategy and continue to try to continuously expand the fields it is involved in, so as to match objects that can match the avant-garde side of the brand image. Consumer Education in the
segment
Air Jordan 1 "Season for Her"
while focusing on adjusting the brand management strategy, Jordan Brand did not ignore the design and innovation of its products, and this time cooperated with this updated segment: its Jordan Woman series launched for the women's market and its approach to reaching a cooperation agreement with DJ Khaled's 1-year-old son Asahd Tuck Khaled.
Perhaps the cooperation and collaboration between Jordan Brand and Asahd sounds more about gimmicks, but this may be able to cultivate younger markets and educate consumers in this way, and cultivate different "feelings" for the next generation.
Asahd and Jordan Brand have signed a formal contract
"You can see that many young parents are happy to dress up their children as "trendy children". The collaboration with Asahd is more attractive than simply launching children's clothing codes." 27-year-old Vinson Lee just welcomed a new member of his family last year. He expressed his expectations for Jordan Brand's cooperation this time.
, Jordan Brand’s formal entry in the women’s series is more likely to see results this year than children’s clothing.
Previously, Nike had already planned to make women's products revenue reach one-fifth of its total business in 2020. Larry Miller, president of Jordan brand, also expressed his importance to women's products and female consumers: "More and more women are starting to choose Jordan's products, which is a great opportunity for us. Many female consumers have expressed their love for Jordan Brand, and we are trying to find out what ways to "respond" to female audiences (we're working on ways to show that love back to them)."
Previously, Nike launched the Air Jordan 1 in the Nike 1 Reimagined series for women. As the proportion of female consumer groups increases, Jordan Brand took the first step towards this blue ocean through the co-brand of Air Jordan 1 by fashion blogger Aleali May, and earned a lot of topics and reputation, and the market performance was also good. Subsequently, the brand combined the results of communication and research with consumers and launched a series of shoe models for female consumers, with designs, colors and materials exclusive to the women's series.
Before this, female consumers' choices in the Jordan Brand category were limited to Grade School's big children's shoes, as well as some women's size products that were made with Size-Down or even reduced matching for men's shoes.
"More and more women are starting to choose Jordan's products, which is a great opportunity for us. - Larry Miller"
Faced with such a new initiative, although a core female opinion leader said that it cannot meet the needs of women's Sneakerheads, fashion stylist and blogger Aleali May is happy to see these women's shoes born: "For this cultural scene, female consumers are neglected audiences, and now we can have our own exclusive AJ instead of only choosing children's sizes as before. This makes me feel that women have finally truly entered the Sneaker culture and have the right to speak."
used to be a stylist at RSVP Gallery, and Aleali May often played with Jordan in his early years. Shoe model
"For this cultural scene, female consumers are neglected audiences, and now we can have our own exclusive design AJ instead of only choosing children's sizes as before. This makes me feel that women have finally truly entered the Sneaker culture and have the right to speak.——Aleali May ”
In fact, whether it is Air Jordan’s absolute position in Sneaker culture in the past or the launch of a custom craze through the “The Ten” series last year, it is not difficult to see that Nike has always known how to cause a trend.
In the end, we still cannot assert through the above analysis whether Jordan Brand can take over the market again in 2018. After all, the resurrection trading of adidas Stan Smith, which has been regarded as a classic case in recent years, has also been paving the way for three years. Jordan Brand, which boldly innovates and tries to its target consumer groups this year, is obviously gradually finding the balance between product, supply, promotion strategy, and brand positioning, and accumulating strength to explode again. After
starts a custom-made topic, will Jordan Brand and The Shoe Surgeon be held hands?
It is true that Jordan Brand’s recent set of “serial punches” are eye-catching, but when I asked HYPEBEAST readers with questions about “How do you think Jordan Brand should re-dominate the trend of the trend”, the answers surrounding the brand were still not optimistic.
Weibo user @T_Zvezda's metaphor may represent the views of most trendy people: "It's like returning to the Condor Heroes. It's classic when broadcasting once, and you can see it twice. No one will watch it every summer vacation..." shows how to find new topics to create momentum while using classics, and not fall into the dilemma of "refreshing cold rice" is also a challenge for Jordan Brand.
builds momentum around the billboard of the Air Jordan 1 documentary "The Legend of AJ1", which also allows young consumers to focus on the historical heritage of Jordan Brand.
As a professional sports company, Jordan Brand certainly needs to maintain his basketball background. But it seems that Jordan Brand, which is continuing to consolidate its higher brand tone, needs to create a trend that most needs to win over the cutting-edge enthusiasts who were "taken away" by Kanye West.
Click here to view full gallery at HYPEBEAST
” Due to limited supply of products, Jordan Brand has always maintained a high brand tone. Even though the "all over the street" after the increase in supply reflects an optimistic sales revenue data, this has also weakened the brand value of Jordan Brand. The negative effects of "Concord" and AJ 4 "Bred" that will be reproduced in the next two years are heavyweight classic . The negative effects of Air Jordan 1 "Royal Blue" in 2017 were replicated in the domestic release. The reputation of feelings and reputation has been rising all the way before the release, and after the release, it was lukewarm in the topic and resale market, and the situation of "who is very popular but not popular" was confirmed. The two consecutive Air Jordan 11 "Win Like '82" and "Win Like '96" further wore off Sneakerhead's confidence.
fashion trend and changes in market structure
fashion brands have entered the market. The Sneaker field has also impacted the Jordan shoe model
, which has already established a high-end image. In addition to the clichéd issue of goods, Jordan Brand also has to deal with changes in the market structure in recent years - whether it is the once-prominent Under Armour or the re-emerged adidas, as well as various brands including fashion brands have gradually made efforts in the Sneaker category - Jordan Brand's opponents are not only the old rival adidas, but also other brands whose market share is increasing in the environment of Sneaker's cultural development and the growth of the sports shoe market. What is most important is that under the "retro trend" in the past two years, brands from sports to fashion have been vigorously promoting replica and retro-style sneakers, which has just left the attention of Jordan Brand's largest consumer audience, namely the fans of Air Jordan replica.
Diane Sullivan, CEO of Caleres Inc., a parent group of North American retailer Famous Footwear, once revealed to SGB Media that the contribution of sports and lifestyle shoes made an indelible contribution in the third quarter of 2017.
"Nike and Jordan Brand failed to predict this. —— Matt Powell"
Talking about the changes in the market share of Jordan Brand and even Nike in recent years. NPD Group analyst Matt Powell pointed out that consumers' demand for sports shoes has changed from sports professional performance to fashion style is also a major factor. "Nike and Jordan Brand failed to predict this."
In fact, as early as 2015, data showed that 65% of Chinese consumers were pursuing fashion rather than professional sports performance when buying Jordan shoes. But the brand also had its own considerations at that time - Jeanne Huang, spokesperson for Nike Brand China, once said in an interview with Fortune: "If it loses connection with basketball professional performance and is separated from its fundamental athletic attributes, it will be very dangerous. We don't want Jordan to become a lifestyle brand."
After the actual combat generation of Air Jordan 29 to 32, Westbrook, the most famous star of Jordan Brand, also ushered in his official signature sneakers Why Not Zero.1
Michael Jordan retired, the halo effect of his "God of Basketball" is undoubtedly gradually weakening; with the overall decline in the basketball shoe market and the changes in consumer demand, Jordan Brand How to transform its advantages in professional sports attributes into greater influence at the cultural level (Lifestyle) while balancing the two is also a problem that it urgently needs to solve.
Jordan Brand How can we attract another trend?
There is no doubt that Jordan Brand will make drastic improvements in 2018. According to the author, Jordan Brand is making different new attempts around "how to touch consumers' needs from "on-field" to "off-field" at the same time." Can the limited edition of
save the market?
once triggered the Air Jordan 1 "Bred Toe"
, which was a topic of Sneakerhead in China. In response to the problem of the decline in Jordan Brand's brand value due to the increase in supply, Trevor Edwards, Nike brand president, made a statement that it will reduce the volume of Air Jordan shoes this year at the end of last year: "We hope to continue to make Jordan popular and maintain its uniqueness. For this reason, we are managing and controlling Jordan's tone style."
"Control volume control is like a double-edged sword, because I can't predict whether this will reverse the brand's revenue and how to fill the revenue loss in this part. But in the long run, for the protection of brand image, I think this (control of the volume) is definitely what they should do the most. —— Josh Luber "
"Control volume control is like a double-edged sword, because I can't predict whether this will reverse the brand's revenue and how to fill the revenue loss in this part." Regarding the product supply issue of Jordan Brand, Josh Luber once expressed his personal opinion to Business Insider: "But in the long run, for the protection of brand image, I think this (control of the volume) is definitely what they should do the most."
Air Jordan 3 "Free Throw Line"
"Scarcity is precious, and many people will keep chasing you because they can't buy shoes." Facing the author's question about whether limited supply can "save the market", as a consumer, "Xiao Pi Hai" has a positive attitude. The lower-than-estimated release volume of Air Jordan 3 "Free Throw Line" this year and its performance in the secondary market also seem to have given an answer to this question.
younger marketing strategy
Justin Timberlake's personal cooperative version of Air Jordan 3 "JTH" is regarded as a "soft broadcast" with a valuation of nearly $3 million. In addition to controlling the volume, Josh Luber also said how to rebuild the image of the Jordan Brand brand is another challenge that the brand needs to solve at the moment.
With the transformation of the social identity and consumption structure of the first generation of Sneakerhead, young consumers born around the millennium began to become the target of brands. According to what I learned, Jordan Brand hopes to maintain his usual high-profile nature and establish a younger and more diverse image to gain recognition from the target group of people aged 16 to 22.
"Jordan Brand was too obsessed with basketball stories and history in the past. Young people's concentration is actually very short. They don't spend time studying historical stories that they are not interested in, let alone buying those shoes." As a young Sneakerhead of the post-90s generation, "Xiao Pi Hai (Little Brat)" has not experienced the glorious era of Michael Jordan. My understanding of Jordan Brand comes from the replica of Air Jordan in the past: "To me, Jordan Brand is more like telling a story, a story about Jordan."
"Jordan Brand's past Too obsessed with basketball stories and history, young people's concentration is actually very short, and they won't spend time studying historical stories that they are not interested in, let alone buying those shoes. ——『Xiao Pi Hai (Little Brat)』"
During this year's All-Star Weekend, Jordan Brand collaborated with social software Snapchat, using its signature AR Filter technology to allow users to see Michael Jordan who changed into this year's new uniform and wears Air Jordan 3 "Tinker" through his mobile phone lens, and AR images of classic performances at the 1988 NBA All-Star Slam Dunk.
Then Snapchat will give a QR code to the Air Jordan 3 "Tinker" purchase page, giving users the opportunity to buy this pair of sneakers that will be officially released in March in advance. This Jordan AR video attracted considerable attention and discussion during the forwarding and dissemination process of Snapchat social software users. In the end, the Air Jordan 3 "Tinker" was sold out quickly, and each user's stay time for watching AR videos was about 80 seconds on average.
"They will start to involve things that young people like, such as using some YouTubers that young people love to watch for content, such as Qrew TV." "Xiao Pi Hai (Little Brat)" also means that Jordan Brand has begun to make changes to the younger audience. Jordan Brand is stepping closer to the preferences of his target population as to how to create topics in this social age.
In addition, for the different preferences of young people, we can also see that Jordan Brand’s celebrity promotion strategies are becoming more and more diversified. Signing a contract with Chinese basketball player Guo Ailun is an epoch-making measure in the field of sports.In terms of entertainment and social communication, we never thought that Jordan Brand would hold hands with these celebrities: rapper Travis Scott and world's top dancer duo Les Twins were all taken under his command; for the increasingly popular e-sports field, Jordan Brand has been more refined to the Chinese market, and last year he joined hands with Xiye of WE team and Cat God, a member of QGHAPPY team.
Feng Chen Wang 2018 launch show Air Jordan 1, Jordan Brand has already started to contact such independent designers
It is reported that this year, Jordan Brand will focus on the target audience in terms of celebrity strategy and continue to try to continuously expand the fields it is involved in, so as to match objects that can match the avant-garde side of the brand image. Consumer Education in the
segment
Air Jordan 1 "Season for Her"
while focusing on adjusting the brand management strategy, Jordan Brand did not ignore the design and innovation of its products, and this time cooperated with this updated segment: its Jordan Woman series launched for the women's market and its approach to reaching a cooperation agreement with DJ Khaled's 1-year-old son Asahd Tuck Khaled.
Perhaps the cooperation and collaboration between Jordan Brand and Asahd sounds more about gimmicks, but this may be able to cultivate younger markets and educate consumers in this way, and cultivate different "feelings" for the next generation.
Asahd and Jordan Brand have signed a formal contract
"You can see that many young parents are happy to dress up their children as "trendy children". The collaboration with Asahd is more attractive than simply launching children's clothing codes." 27-year-old Vinson Lee just welcomed a new member of his family last year. He expressed his expectations for Jordan Brand's cooperation this time.
, Jordan Brand’s formal entry in the women’s series is more likely to see results this year than children’s clothing.
Previously, Nike had already planned to make women's products revenue reach one-fifth of its total business in 2020. Larry Miller, president of Jordan brand, also expressed his importance to women's products and female consumers: "More and more women are starting to choose Jordan's products, which is a great opportunity for us. Many female consumers have expressed their love for Jordan Brand, and we are trying to find out what ways to "respond" to female audiences (we're working on ways to show that love back to them)."
Previously, Nike launched the Air Jordan 1 in the Nike 1 Reimagined series for women. As the proportion of female consumer groups increases, Jordan Brand took the first step towards this blue ocean through the co-brand of Air Jordan 1 by fashion blogger Aleali May, and earned a lot of topics and reputation, and the market performance was also good. Subsequently, the brand combined the results of communication and research with consumers and launched a series of shoe models for female consumers, with designs, colors and materials exclusive to the women's series.
Before this, female consumers' choices in the Jordan Brand category were limited to Grade School's big children's shoes, as well as some women's size products that were made with Size-Down or even reduced matching for men's shoes.
"More and more women are starting to choose Jordan's products, which is a great opportunity for us. - Larry Miller"
Faced with such new initiatives, although core female opinion leaders said that it cannot meet the needs of women's Sneakerheads, fashion stylist and blogger Aleali May is happy to see these women's shoes: "For this cultural scene, female consumers are neglected audiences, and now we can have our own exclusive AJ instead of only choosing children's sizes as before. This makes me feel that women have finally entered the Sneaker culture and have the right to speak."
used to be a stylist at RSVP Gallery, and Aleali May often played with Jordan in his early years. Shoe model
"For this cultural scene, female consumers are neglected audiences, and now we can have our own exclusive design AJ instead of only choosing children's sizes as before. This makes me feel that women have finally truly entered the Sneaker culture and have the right to speak.——Aleali May ”
In fact, whether it is Air Jordan’s absolute position in Sneaker culture in the past or the launch of a custom craze through the “The Ten” series last year, it is not difficult to see that Nike has always known how to cause a trend.
In the end, we still cannot assert through the above analysis whether Jordan Brand can take over the market again in 2018. After all, the resurrection trading of adidas Stan Smith, which has been regarded as a classic case in recent years, has also been paving the way for three years. Jordan Brand, which boldly innovates and tries to its target consumer groups this year, is obviously gradually finding the balance between product, supply, promotion strategy, and brand positioning, and accumulating strength to explode again. After
starts a custom-made topic, will Jordan Brand and The Shoe Surgeon be held hands?
It is true that Jordan Brand’s recent set of “serial punches” are eye-catching, but when I asked HYPEBEAST readers with questions about “How do you think Jordan Brand should re-dominate the trend of the trend”, the answers surrounding the brand were still not optimistic.
Weibo user @T_Zvezda's metaphor may represent the views of most trendy people: "It's like returning to the Condor Heroes. It's classic when broadcasting once, and you can see it twice. No one will watch it every summer vacation..." shows how to find new topics to create momentum while using classics, and not fall into the dilemma of "refreshing cold rice" is also a challenge for Jordan Brand.
builds momentum around the billboard of the Air Jordan 1 documentary "The Legend of AJ1", which also allows young consumers to focus on the historical heritage of Jordan Brand.
As a professional sports company, Jordan Brand certainly needs to maintain his basketball background. But it seems that Jordan Brand, which is continuing to consolidate its higher brand tone, needs to create a trend that most needs to win over the cutting-edge enthusiasts who were "taken away" by Kanye West.
Click here to view full gallery at HYPEBEAST
