Ch. 11 - Developing and Managing Products

Nike has developed a success story when it has to do with new products. Nike took a risk when they named Jordan as a signature brand which came to be one of the most popular sneakers until this day and shows no change in stopping anytime soon. Jordan is known as the “best to ever play the game”. Now there are two players that are known to be the best and their names are Kobe Bryant and Lebron James and as you may have guessed Nike snagged them up also. Michael Jordan he has built a legendary legacy in the sports world and a man with such success it would only be fate for him to have built a legendary sneaker brand under Nike. Jordan has been retired for the last nine years yet he manages to sell more sneakers now under his name than before, not saying that he didn't sell many while in his playing days which he did but one would ask what a wonderful job Nike has done in keeping the Jordan brand afloat. Nike managed to release a new shoe under the Jordan brand yearly even during the year he retired and then came back to the sport. Now Nike has a tremendous amount of sneakers under the Jordan line but the Jordan brand's success comes from the Jordan's retro line which consist of "twenty-three" Michael wore number 23 sneakers which carry a nostalgic significance to Michael Jordan's career which fans of today still collect and buy due to its luxurious presence Nike has managed to tag along to the best basketball player ever. Nike introduced a new shoe which Jordan wore during the

Season yearly no breaks.

Jordan sneakers with the years of release and order number

Now Nike manages to re-release all these shoes which were once new products and they still fly off the shelves sometimes they sell out so quickly they don't manage to even reach shelves. Nike has took this key role of a new product in their sponsors signature line and has managed to carry this marketing strategy on with Lebron James: who has 11 signature shoes, 7 sub-line shoes, and a line or clothing and accessories, Kobe: who started with Adidas

Lebron 11s

and changed to Nike and now has 8 signature shoes, 4 sub-line shoes, and also a line of clothing and accessories, and Kevin: Durant: who now offers the "affordable" basketball shoe retailing at $95 and is now up to his 6th signature shoe, and also offers clothing and accessories representing this young basketball player and time and time again Nike manages to sell these shoes right off the shelves. Nike is also trying a new jab at this which failed with Dwyane Wade which they gave a signature line to under Jordan Brand. Now Nike has recently signed two very young basketball talents in Russell Westbrook, and Blake Griffin under Jordan Brand which they hope to revamp the Jordan line under these two explosive players.

 

Russell Westbrook announcement when he joined the Jordan brand