AIR JORDAN by PAULA BORGOGNO

TABLE OF CONTENTS

I. CORPORATE PROFILE

II. MARKET POSITION

III. CURRENT SITUATION

IV. COMMUNICATION BACKGROUND

V. THE MESSAGE

VI. TARGET MARKET

XII. REFERENCES

X. DATA VISUALIZATION

IX. THE SNEAKERVERSE

VIII. THE EDITORIAL

VII. GOALS AND INSPO

TABLE OF CONTENTS

XI. CATALOG

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CORPORATE PROFILE

CORPORATE PROFILE TITLE I Jordan Brand is a Chicago-based company created in 1984 by Michael Jordan in collaboration with Nike,Inc. Considered the GOAT, the Greatest of All Time, by many basketball observers, Michael Jordan is characterised for his never-ending search for improvement, will and accomplishment. With the number 23 on his back, he played thirteen seasons with the Chicago Bulls, winning six championships and being named MVP all those six times. (NBA,2022) In 1984, his first year playing as a rookie for the Bulls, Michael Jordan really wanted to collaborate with Adidas in order to develop his own brand. Moreover, Converse wanted to sign with him although the brand already had endorsements with renowned basketball players. Finally, with the strong advice of his mom Deloris, rookie MJ decided to accept Nike’s dizzying offer of $ 500 000 dollars per year. (Sneaker Freaker, 2019) Thus, in 1984 Nike and Michael Jordan partnered up to design the first Air Jordan 1’s ever and one year later the model was released in store to be an immediate success, or what Knight (1985) called “the perfect combination of quality product, marketing, and athlete endorsement.” At that time, the NBA did not allow players to wear coloured sneakers so when the player first wore those red and black AJ1’s for the Chicago Bulls, he was fined five thousand dollars. The great marketing strategy for Nike came when the brand decided to pay all of MJ’s fines so he could continue to wear the shoes, gaining massive exposure and publicity. This act of rebellion showed how Michael Jordan was meant to play the game in a brand new way, both on and off the court. He is considered to be the ”game changer” in how society looked into both sneaker culture and NBA , as people were somehow gravitating towards him, not only because of his game but also for his personality, his drive, his connection to people and his values.

His influence started to be so massive, that people from all over the world waited in long queues when a new pair of Jordans went into the store. Jordan gained significant cultural weight over the years and the subsequent releases, from AJ1 to AJXXXV. until it became the leading one in the basketball sector, and also in the streetwear one. By 1997, Nike decided that Jordan was a brand itself, and since then Jordan Brand is a subsidiary brand but MJ gets a percentage of the revenue.

AIR JORDAN

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CORPORATE PROFILE

JORDAN

REAL TA L K

Elegance, excellence, nostalgia and determination. Among the brand’s core principles is strengthening the community through investment in youth. It’s the confidence to find your voice, own your style, and change the game both on and off the court. (Jordan,2022)

VALUES

CORPORATE PROFILE

AIR JORDAN

CORPORATE TITLEPROFILE I

MISSION

Driven by the legacy of Michael Jordan, we inspire the world to achieve greatness on their own terms. We believe the ball should bounce the same for everyone. And that education and access have the power to promote diversity, inclusion and equality. (Jordan,2022)

“To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.” (Jordan, 2022)

VISION

MARKET POSITION

MARKET POSITION II This athletic and casual sportswear label has prices that go from 20 to 200 dollars clothing-wise, and an average of 145 dollars in the sneaker line. Jordan prices have been increasing along the years, as Jordan started marketing its sneakers as a luxury product, to match MJ’s talent and style, and in the process created a cultural phenomenon, bringing sports apparel into the mainstream. The latest hype created around sneakers, and the retro versions (a retro is a rerelease of an original shoe) have allowed Air Jordan to reemerge in the reselling market in the last four years. By accurately engineering the brand supply and demand, Jordan continues to elevate the Jumpman hysteria to an annual amount of $3 billion (Sneaker Freaker,2019). The secret sauce for Jordan over the years has always been unrequited demand, never having enough shoes to satisfy the market, which made the kid come back on the next release and hope that he would get a pair.

The intersection of Jordan with the luxury sector is exacerbated when actual luxury brands such as YEEZY or Off-White began to introduce themselves into the sneakerhead market and , afterwards, into the captivating reselling world. These brands are willing to achieve a recognisable position by creating limited editions and hyped products collaborating with some of the most influential references such as Virgil Abloh or Kanye West. When comparing Jordan Brand with other sportswear companies, it is Nike itself, Adidas and Puma the main competitors in terms of price offer and the target they want to achieve. However, Jordan is considered for many sneakerheads to be the “one and only” shoe as for its heritage, values, and the nostalgia this brand transmits, playing an important role when connecting with the consumer.

MARKET POSITION

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AIR JORDAN

CURRENT SITUATION

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CURRENT SITUATION III Jordan Brand somehow lost its authentic scent when MJ retired and stopped playing basketball in the NBA in 2003. Since then, people started to buy Jordans due to them being highly mainstream, not especially because of the nostalgia and values they transmitted. Although it looks like Jordan is balancing nostalgia and innovation properly, when the time comes, some of Jordan’s original values are blurred and not communicated in a clear way. So many people are wearing Jordan and not understanding the true values of the brand or do not know anything about the heritage. There are people wearing the brand that do not even know who Michael Jordan is and his legacy. Wearing those sneakers is not a fad, it is a style of life that should remain generation after generation.

Jordan is playing a lot with collaborations instead of focusing on the value it has as a brand. Since the 2017/2018 season, Jordan started to design sneakers through collaborating with some non-athletes celebrities, such as Virgil Abloh and Travis Scott, because that would give the brand an increase in hype and sales. As these were super expensive, the demand for older styles or cheaper ones increased. Furthermore, Jordan re-released some old silhouettes maintaining the essence, in order to have their public back.

Moreover, in 1998 Jordan released its first women's Jordan collection with sizing and colorways specifically created for women but they did not release a second collection until 2018. Their mission, vision and values stated do not always match the actual communication and promotion of Jordan’s brand. There is a consistent lack of women’s representation translated in a low offer of silhouettes specifically for women, and mostly all the ones released are designed with a femenine touch. There are a lot of misconceptions between the whole representation of women in social media and then the offer of products for women. This means the brand to be not all-inclusive and to not allow girls to be heard in a way. It is not only about empowering women but about equality. There is almost no unisex products, only in junior designs. This leads to situations where women are no longer looking for women releases, but for her size in any product launch.

COMMUNICATION BACKGROUND

COMMUNICATION TITLE BACKGROUND IV To pay homage to the Chicago Bulls, the team where Michael Jordan spent almost his entire professional career, the colours applied to the communication of the Jordan Brand have always been red, black and white. The distinguishing light blue of North Carolina University, where he started to play basketball, also plays an important role in the aesthetic of the brand.

Regarding the logos used, the Jordan Wings logo was the first to appear in the scene but was replaced three years later with the Jumpman, one of the most recognized marks in the athletic footwear industry. The design of the Jumpman logo was inspired by the photo taken of MJ in 1984 for Team USA, even before playing for Chicago. The graphic design of the brand in terms of communication has always been simple as for minimalist designs in black and white with red touches to emphasize some details.

ileged groups, particularly ones suffering from racism issues. As for publicity made by the brand, several advertisements have appeared since 1985, according to the sequential releases of new models of sneakers. Throughout the NBA career of MJ, all his activity in endorsements led to a far higher income than his actual salaries as a player. He has contributed in films, commercials and computer games, and the brand has kept appearing in every hip hop and urban music video as product placement since then.

Jordan Brand is all about forming a community and heritage culture. They are completely devoted to interacting with their followers, engaging with a transparent and close language. Diverse educational programmes have been created such as Wings or Beyond Basketball, whose aim is to support marginalised and underpriv-

In 2020, a ten-episode documentary on Netflix named The Last Dance, unveiled Michael Jordan’s entire career, emphasizing on the 97/98 season with the Bulls. The Netflix documentary included comments and footage from MJ himself, and has led on a resurgence in interest for Michael Jordan’s phenomenon.

Nowadays, its presence in every social media platform is very active and centered in forming a community and showing the deep values of the brand by showcasing Jordan worth and uniqueness.

COMMUNICATION BACKGROUND

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Taking into account the previous research and conclusions, and managing to keep the brand essence intact, two main objectives are identified and will be the focus of this new communication task.

THE MESSAGE

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THE MESSAGE V First of all, it is important to reassess the true values of Jordan in order to create a sense of belonging to the people that perceive the brand as any sportswears label like others. The brand should be reevaluated so that those who did not live the Michael Jordan active years could experiment these values in their own skin. To this purpose, the sneakers will be shown as the only model someone has to look up to, not any person but yourself and be represented in some sneakers that are going to drive you anywhere you wanna go. Reinventing the slogan “It gotta be the shoes” (), not with a sense of total reliance on them but to feel them as a complement of our lives. It has to be stated that people not only has to wear Jordan because it is a fad and everybody wears them, but it is a style of life.

Secondly, as stated before, Jordan fails at keeping both men and women equal in all aspects of the brand, although its communication and values strive to improve in this area. It is not only about empowering women and representing them but about equality between genders. Because also a man with a little feet would struggle to find certain silhouettes only available for bigger feet sizes. Complementing the first objective, the aim of this message is to not focus on the person who is wearing the Jordans but on the actual sneakers and how they should transmit all these inclusive values by themselves, as if it were a new “metaverse” where you can feel the sneaker as a real person . This will be showcased by humanizing the sneakers and sending a message of “No matter your ethnic, gender or feet size; if you understand and share Michael Jordan’s values of integrity, unity and inclusivity, these shoes are for you.”

MAYA MOORE

TARGET

MICHAEL JORDAN

MARKET

TARGET MARKET TITLE VI The target market that Jordan is focused on relies on mostly Gen Z and Millennials but also in every kid or adult that feels some passion for the basketball and athletics world, knows MJ, or is interested in streetwear culture in a way. Although in the last four years the brand is committed to give women a voice inside this predominant male industry, there are still elements that let women aside. Despite this, the amount of sneakerhead women are increasing exponentially and the ones really interested in the industry are far more engaged and devoted to the brand than the average of the male group.

Jordan Brand was first thought to be affordable and accessible for every kid that watched Michael Jordan on TV and dreamt of becoming him in the future, no matter their income or social status. Nevertheless, actual prices never did match this concept, it kept increasing so that not everyone could afford it, seeing the brand as an aspirational brand, not only price-wise but also because they are being inspired by Mike.

Jordan brand is highly recognised worldwide although it has a main impact in Northamerican and Asian culture. As Cohen (2019) said, the Chinese consumer is a huge part of global demand for sneakers and Michael Jordan has always been an incredible icon there, as well as his sneakers specially the Jordan 1 has always been a huge shoe in the Chinese sneaker market. In order to expand the market, Jordan should focus on promoting inclusive streetwear culture in the European continent, as it might be the place where the passion for collecting these silhouettes is increasing more lately.

TARGET MARKET

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GOALS

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INSPO

GOALS TITLE VII The main goal is to catch the attention of the market who are not that interested in basketball or Michael Jordan’s legacy, to let them see that wearing Jordans is not a fad or an ephemeral taste, but a passion and it is driven by raw emotion. In order to achieve that, the important factor will be the values associated with each pair of sneakers that would bring some emotion to the viewer, besides its aesthetics. By personificating the sneakers as if they had emotions as humans, people will connect on a deeper level with the brand.

It is also desired to harmonize the communication between the external channels and the actual product offer that Jordan has for women. With this aim, Jordan should emphasize the ungendered version of the brand by designing sneakers with an extensive sizerange, as well as to continue displaying the diversity they already present.

In order to get inspiration for this project, one should first look at its surroundings and analyse how most people that buy the brand do not know have any values attatched to it. Moreover, considering the relationship between Nike and Jordan as the most profitable marriage ever gives a wider perspective of the magnitude of the brand and its importance in the streetwear and basketball culture. To have a clearer view of MJ’s philosophy, it is recommended to watch the documentary Last Dance on Netflix. Furthermore, reading sneakers books and going into the streets and hype stores in your city and seeing how it is the relationship between the customer and the actual sneakers and how people react to this culture. “Its gotta be the shoes” as the main quote to be inspired by, but with a different tone that was used back then.

VII INSPO

THE

SNEAKERVERSE THE EDITORIAL

THE CONCEPT

EDITORIAL TITLE BRIEF IX

The Sneakerverse. A parallel universe where no matter where you want to go or how high you want to fly, Air Jordan sneakers will be there for you. In this editorial, a tribute to the history of sneakers will be made, by “humanizing” and “personificating” them, giving them humanlike characteristics, in a representative and metaphorical way. Communicate to the viewer that sneakers are far more than a product but a way to achieve your goals, and create an emotional relationship between the wearer and the Jordans, with the diverse emotions and feelings that may raise. A refreshed version of the insight “It’s gotta be the shoes”, with the aim of sharing the freedom of being entirely yourself no matter your age, ethnia or gender and the possibility get to every real and meta verse. Let Mike wanna be like you.

THE SETTING The shoot will occur in several places from the city of Chicago, where Michael Jordan started and developed most of his career. Urban suburbs will be portrayed although the main goal is to photograph the models in a professional studio with clear backgrounds, changing colours according to the mood of the pose. It will be recquired to bring a methacrylate platform where models will stand to take some of the wide angle photos, and additional props including bicycles or skateboards. It wiil take place in daylight and photographers will consider bringing extra equipment such as lightning or tripods in order to get the best shot possible. Moreover, a transportation service will be hired and staff will be provided with food and beverage during the entire day.

PRE-PRODUCTION

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EDITORIAL BRIEF

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Los Angeles native ALEALI MAY will be styling with an efortless and urban approach all the models, fusionating the most streetwear aesthetic of the brand with luxury touches, as she does in her repertoire. Sneakerhead since she was a kid, she is the first woman to design a unisex pair of Air Jordan and has since then collaborated in numerous occasions with the brand, apart from styling huge celebrities such as 21 Savage or Jaden Smith.

THE STYLIST

@alealimay 40

PRE-PRODUCTION

THE SNEAKERVERSE

PRE-PRODUCTION

The aim of this editorial is to capture from below a forced perspective of the sole, and to emphasize the sneaker before the face or other aspects of the picture. The aesthetic will portray a urban scenario, and the finishing of the photos will be street fashion in an spontaneous and dynamic environment. In order to achieve this, visual expressive creator Brian Smith a.k.a. Qewly will collaborate with Courtnie Poe, both based in Los Angeles and having worked previously for Nike. As creative young talents, they will bring a new perspective into the Jordan Brand.

THE PHOTOGRAPHERS @Qewly

@Courtniepoe

AIR JORDAN

EDITORIAL BRIEF

As a global hair artist and curl and braids expert, Nai’vasha is specialized in both natural and dyed hair for men and women. Her celebrity clientele includes Alicia Keys and Serena Williams, and she is capable of obtaining upgraded streetwear looks and adapting herself to varying situations.

THE HAIR STYLIST

@priscillaono

@ naivashaintl

Priscilla Ono is the mastermind behind the shade-inclusive brand Fenty Beauty by Rihanna, and is ideal for this editorial as she perfectly manages the different skin tones and face silhouettes. This global makeup artist will focus on achieving a natural clean and wash-faced look for the models, with no special glowing products or bright colours.

THE MAKE-UP ARTIST

PRE-PRODUCTION

THE SNEAKERVERSE

PRE-PRODUCTION

The casting of the models will embrace people from 12 to 45 years old, from every ethnic origin and gender. The cast will be similar to the one Air Jordan already uses in its communication:, although this time the gender will be taken specially into account, as it is neccesary to portray a n all-inclusive mindset in order to expand the target market to all type of people that want to dive in the sneakerverse. It is not mandatory for them to have previous experience, but to be natural and catchy in the way they express with their body.

THE MODELS

AIR JORDAN

THE SHOOT

On the day of the shooting, every detail should be arranged early in the morning in order to be prepared for unforeseen circumstances along the day. All the shooting should be completed before sunset and the traffic issues between one scenario and another should be taken into account. First, make-up artist and hair stylist will prepare the models while photographers analyse the area and prepare their equipment. Afterwards, the first outfit will be given to each of the model and the creative director will indicate the further steps to execute the photoshoot.

TIME SCHEDULE

The art director of this editorial will be Paula Borgogno Lucini, a fashion marketing and communication student and the mastermind of this idea. She will be in charge of ensuring every detail of the process. Choosing this young visionary as a relevant position in this project is consistent with Jordan values of giving opportunities to young creatives that understand and share the same values the company has. She will be guided and helped by Mark Smith, the creative director of the Jordan Brand.

ART DIRECTION 44

THE SHOOT

THE SNEAKERVERSE

POST-PRODUCTION

PHOTO EDITION One of the most important part of this editorial will be the post edition and retouching of the chosen final photos. As the editorial is called “The Sneakerverse” both real and fictional content will appear in the final picture. The idea is to characterise the entire model as if they were virtual and “humanize” their sneakers. The final editing will seem a very realistic painting of a real image, so that the viewer doubts for a moment if it is a real photo or retouched. To this purpose, tools such as Photoshop and Illustrator will be used and also the basic edit of lightning and colours will be appropriately done.

PAGE LAYOUT The layyout of the editorial wil be in A4 vertical and showing one picture in each page. There will be text with the specifications of every model in each page , but in a minimalistic and not notable way. As for the title, it will play with some animated forms to give the sense of action and spontaneity.

POST - PRODUCTION

THE

STYLIST ALEALI MAY MAKE UP ARTIST PRISCILLA ONO HAIR STYLIST Naivasha PHOTOGRAPHERS QUEWLY AND COURTNIE POE ART DIRECTOR PAULA BORGOGNO

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A BROMANCE

WITH JORDAN THE CATALOG

THE CONCEPT

THETITLE CATALOG XII

Bromance. An emotionally satisfying friendship with a “bro”, that goes beyond superficial interaction and offers a strong bond between the parts that share it. In this ocassion, Jordan sneaker and its consumer are the components involved and until now this flow of information was mainly unidirectional. In this catalog, a metaphore will be used alongside in order to compare sneaker-consumer relationship with the stages of a usual association between two human beings. These stages are: merge, doubt and denial, disillusionment, decision and wholehearted love, and they are cycles that could be repeated countless times. Moreover, animated sneakers will be appearing to match each phase of the catalog.

THE SPECIFICATIONS This document will count with an A4 layout, and will be given to the most loyal customers, brand celebrities and influencers. The University Blue will feature the three main colours: black, white and red, and quotes by Michael Jordan will be written throughout the catalog. If printed, the type of paper will have matte finish and a paper weight of 170 gsm for the interior pages and 350 for the cover and back cover.

THE CATALOG

Y R TO

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JORDAN 1985

2023

I. THE MERGE

II. DOUBT AND DENIAL

III. Disillusionment

IV. THE DECISION

V. Wholehearted Love 67

THE MERGE

LOVE AT FIRST SIGHT. THE PERFECT MATCH. THE HONEYMOON PHASE.

AIR JORDAN iv lightning

DOUBT AND DENIAL

"i know fear is an obstacle for some people but it is an illusion to me. Failure always made me try harder the next time.”

MICHAEL JORDAN

To learn to succeed, you must first learn to fail”

MICHAEL JORDAN

DISILLUSIONMENT

THE DECISION

WHOLEHEARTED LOVE

“Some it

people want it to would happen. others

happen. some wish make it happen.”

MICHAEL JORDAN

CATALOG PREVIEW A BROMANCE WITH JORDAN

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AIR JORDAN PAULA BORGOGNO LUCINI IED BARCELONA BA HONS FASHION MARKETING AND COMMUNICATION VISUAL COMMUNICATION TOOLS II NICOLAS GODON