Nike'S Jordan Shoe Innovation Is Also A Source Of Wealth.

In many commercial cases of black horse contact, a daily consumer goods company wants to be a century old shop. Then you must make your brand a culture. Jordan shoes Is approaching this point infinitely. In April 2014, the twenty-ninth generation of AIR JORDAN series was released in New York. Michael Jordan changed from the ruler of the stadium to the ruler of sports products. What is the difference between them? How did a pair of Jordan shoes fascinate many fans from New York to China? Please read the story quickly.

Although the "flying man" has retired from the basketball court for more than ten years, Michael Jordan (Michael Jordan) is showing his unsophisticated sword to the world. He not only earns more money than before, but also makes more than the popular athletes nowadays.

He made 90 million dollars last year. This figure surpasses Jordan's record of 80 million dollars in the peak season of 1997 to 1998, and defeating almost all the active and retired athletes' ability to absorb gold in 2013, except for Floyd Mayweat her, the "beautiful boy" of the boxers.

83% of the $90 million comes from the JORDAN brand named after Jordan, which is Nike's footwear. clothing And jewelry high-end brands. Data website SportsOneSource estimates that last year, the "money maker" got at least 75 million dollars from Nike.

Among them, JORDAN brand AIR JORDAN (referred to as AJ) series of sneakers "profit cows". Since its launch in 1985, there are 29 generations of shoes, and fans of fans believe that every generation of AJ integrates the most advanced technology, design concept and fashion in the world.

In the United States, the birthplace of the JORDAN brand, its shoes are Jordan.

SportsOneSource shows that every pair of basketball shoes sold in 2013 is one of Jordan brands. In the huge Nike Empire revenue of 26 billion dollars last year, Jordan brand contributed 2 billion dollars, and helped Nike occupy 92% of the American basketball shoes market.

You know, most of the well-developed athletes lack well-developed financial management. In 2009, Sports Illustrated (SportsIllustrated) reported that it is quite common for retired athletes to be in a mess and even a lot of people are in debt crisis.

In the basketball world, "Joe Gang" is a good hand in business. He especially knows how to manage his aura on his head.

The image of the flying man on the court, the NBA champion, the best player, the scoring king and so on are numerous.

In the "Q Score" rating of brands, celebrities and TV dramas, Jordan, now 51 years old, is still among the best. His 25 million Facebook fans show that he is still popular.

In 2013, Jordan was elected the most popular athlete in the ESPN sports poll. According to the music special issue of ESPN magazine, last year, Michael Jordan's name appeared in 50 new songs, more than 18 of the second NBA stars Kobe Bryant, and third of Lebron Lebron 15 times.

On YouTube, Jordan's video of the 1988 slam dunk competition is one of the ten major dunk shots of the website.

"When we talked with young athletes, we found out that they knew Jordan's way and that he was the greatest player in history. Social media continues to keep Michael Jordan at a young age. Blaine O Brian, vice president of Jordan brand market, said that his perfect image in that instant was forever frozen in Brian.

Beck Dorfman, the creative director of Baker Street Advertising, once said that if there is no such scandal as tiger Woods, there is only one thing that can take away the glory of Jordan -- Street Advertising.

"That's the time. When the crowd becomes a kid who has never really seen him play, he will become an irrelevant person.

However, Jordan Even against time, he is deeply involved in the design of every generation of AJ sneakers. "Unlike most of the other athletes, he really likes to sit down and take part in the product design process and branded his product." Tinker Hatfield, Nike creative vice president, said Jordan even talked late at night to discuss the details of the design. Hatfield,

"This is not a strong desire to control, but a sense of responsibility and pride in what is involved. This is why he has made great achievements in basketball."

In 1980s, when the AJ series was launched, it adapted to the pursuit of the American boot culture. And the sneaker culture has entered the mainstream media in China. It is from Michael Jordan who visited China in 2004 and his sports shoes.

Since then, buying hundreds of pairs of sports shoes is not a peculiar quirk, but a culture.

Now the sneakers are more fashionable and fashionable. Because of the TV program "where daddy goes," Jimmy Lin and his son, wearing JORDAN brand shoes, quickly attracted a lot of people to follow suit.

Edison Chan, known as "the godfather of the tide", will soon rise in value when he wears a AJ sports shoes. JORDAN sports shoes and fashion stars complement each other, speeding up the spread of the culture of sneakers.

The upward trend, accompanied by every step of Jordan's shoes, is both innovation and financial resources.