Marketing legend: shaping the soul of the brand

In addition to technological innovation, Nike's marketing methods are also legendary. Its series of classic marketing cases not only successfully shaped the brand image, but also set off a Nike craze around the world, allowing Nike to leap from an ordinary sports brand to a cultural symbol and a symbol of lifestyle.             https://mulebuy.news/hot
In 1984, Nike cooperated with Michael Jordan, who had just entered the NBA. This was undoubtedly the most critical step in Nike's development. At that time, the basketball shoe market was dominated by Converse and Adidas, and Nike's share in the basketball field was relatively small. However, Nike had a unique vision and saw the huge commercial potential in Jordan. In order to sign Jordan, Nike took great pains. Not only did it offer a 5-year, $2.5 million endorsement contract, which was considered a sky-high price at the time, but it also agreed to create an exclusive Air Jordan series product line for Jordan and give him a certain share of the sales of sneakers. This cooperation caused an uproar at the time, and many people questioned Nike's gamble.              https://mulebuy.news/hot

Facts have proved that Nike's decision was extremely correct. In 1985, the first Air Jordan 1 basketball shoe was officially launched. Its unique design and high performance quickly attracted the attention of consumers. However, what really made Air Jordan 1 famous was the "banned incident". At that time, the NBA had a strict dress code, and the shoes worn by players had to be mainly black and white. Air Jordan 1 boldly adopted a red and black color scheme. Jordan wore it to the game and was fined by the league many times. But Nike cleverly used this incident for marketing, announcing that it was willing to pay Jordan's fine for each game. This news instantly became the focus of the media, and Air Jordan 1 quickly became popular. Consumers were attracted by this spirit of daring to challenge the rules and rushed to buy this "banned" shoe. The sales of Air Jordan 1 in the first year reached 162 million US dollars, far exceeding Nike's expectations. Since then, the Air Jordan series has been constantly innovating, and each model has become the object of pursuit by basketball fans and fashion lovers. Jordan's outstanding performance on the basketball court, such as winning 6 NBA championships and being named the regular season MVP 5 times, has made the Air Jordan brand more influential than ever. The Air Jordan series not only enhanced Nike's position in the basketball field, but also pioneered the in-depth cooperation between sports brands and star athletes, becoming a classic example of sports marketing.    https://mulebuy.news/hot

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