The Nike subsidiary reported its first billion-dollar quarter in its history.
When in 1984 the company Nike signed a contract with promising athlete Michael Jordan to create the Air Jordan brand (however, in everyday life it is usually called simply Jordan), it was hard to imagine how successful this union would be. Himself "Rookie of the Year" then jokingly said that maybe the new brand "will appeal to young children."
He turned out to be wrong. By November 1986, sales were already $100 million. And by 1997, the Jordan brand had become so popular that it was decided to separate it into a separate company. And now a new achievement - it became known that the company's revenues for the past quarter amounted to a billion dollars.
The Air Jordan is no longer limited to basketball shoes. The product range already covers several sports, including running, baseball, football and even golf. Sneakers and clothing for everyday wear are also produced. Same way like Nike, the company pays more and more attention to the production of goods for women. The jumping basketball player logo known as the JUMPMAN is one of the most famous logos in the world today.
Although Air Jordan remains a subsidiary of Nike, it is committed to creating its own identity in every possible way. It has its own designers, its own marketers, its own corporate structure, and its own list of sponsored athletes. Interestingly, at the same time, the brand does not directly compete with Nike, that is, it does not interfere with the development of the main brand in any way, but organically complements it. There are even opinions that Jordan is a kind of luxury brand for the parent company. Such as, Lexus for Toyota.
But here it should be noted that the brand does not specialize exclusively in high-quality and expensive products. Like Nike, it offers products at various prices. The core of his range remains more expensive basketball shoes, made in the same style as those designed once specifically for Jordan. There are always fans of true classics.
By the way, Jordan himself is actively involved in the work of the advisory board.