Air Jordan Digital Strategy

Josh EllisADV 420

New Media Drivers License

Client Overview

• Air Jordan debuted by Michael Jordan in 1984• Released to public in 1985• Annual additions• Athletic shoes/apparel

Strengths

• Recognizable brand• Sponsors top athletes• Owns majority of market share

Weaknesses

• Newer products aren’t as successful as their retro products

• Poor digital strategy• Negative connotation of Nike using

sweatshops

Opportunities

• Expand into other sports• Use social media as part of digital strategy

Threats

• Addidas• Reebok• Converse• Puma

Target Market

• Male• Athlete• 14-24 years old

Key Performance Indicators

• Google Analytics• Traffic to website• Profits

Digital Strategy

• Twitter• Facebook• Youtube• Instagram

Budget

• $2 Million budget– Twitter: $500,000– Facebook: $500,000– Other social media: $400,000– Mobile App: $100,000– Youtube: $400,000– Annual Maintenance: $100,000