Continuing its wildly successful Air Jordan franchise with the new $230 Air Jordan XX3, Nike dust's MJ off for another over the top ad campaign. The Air Jordan has been credited for sparking the “big sneaker deal†for athletes, the collectors craze and beatings and death for people wearing them perpetrated by those who wanted them.
Implications - The clip takes a retrospective insight into Michael Jordan himself and the Air Jordan brand. Designer Tinker Hatfield reflects on the heritage, design and performance aspects of the sneakers in order to provide a closer insight into what the brand is all about. It's an interesting commentary on one of the most coveted basketball footwear lines in the world.
Key Themes Behind This Trend
- Sneaker Nostalgia
- As seen in the Air Jordan XX3 campaign, there is potential for brands to capitalize on consumers' nostalgia for iconic sneakers.
- Sneaker Marketing
- The over-the-top Air Jordan XX3 ad campaign shows the power of targeted and creative marketing in the sneaker industry.
- Sneaker Violence Prevention
- The history of beatings and deaths involving coveted sneakers highlights the opportunity for brands and organizations to promote non-violent means of obtaining and enjoying sneaker culture.
Where This Applies
- Athletic Footwear
- The Air Jordan XX3 and its successful campaign demonstrate the potential for athletic footwear brands to continuously innovate and market to consumers.
- Sneaker Collecting
- The Air Jordan franchise has contributed to the growth of a massive sneaker collecting industry, creating opportunities for businesses and entrepreneurs to cater to this niche market.
- Sneaker Safety
- With the history of violence involving sneaker culture, there is potential for companies and organizations to develop and promote safety measures for sneaker enthusiasts and collectors.
