Case Study
Introduction
How do we get the Jordan ‘alpha kid’ audience to relate an icon that was gone before they were born? This was the challenge facing the Jordan Brand. In danger of being relegated to an “old skool” brand instead of the innovative leader they had been when #23 was on the floor.
Details
Results
Through a qualitative deep dive into the Jordan ‘alpha kid’ mindset, we uncovered a simple truth, Jordan is taught and not discovered. Kids learned about Jordan from their older siblings, the kids in the neighborhood, and even their parents.
Jordans are so much more than shoes. They are the secret handshake, signaling who belongs…and who will never understand.
