Quality over Green: Nike's New Air Jordan

Earth friendly companies have been welcomed into the markets. However, just being earth friendly is not enough. The Air Jordan XX3 has showed how great success came out when value is added. Nike’s new Air Jordan XX3 is made up with earth-friendly materials. Although Nike made an earth-friendly product, they did not focus on the “green” aspect of the sneaker.

Number marketing: putting more value on 23

Nike focused on putting more value on the Air Jordan XX3 by promoting the number 23 rather than promoting the earth-friendly product. Number 23 is the number that Michael Jordan had used for his career and it symbolizes Michael Jordan. Nike released only twenty-three pairs of the first, limited-edition version of the 23rd shoe in the line were available in only 23 stores. Even the number price is set to $230, which was at a high price. This promotion enraptured “sneaker heads” (fantastic collectors willing to pay top dollar for limited-edition shoes). Even thought there was another edition they bought it at a price (released 3 weeks later) of $185.

About Air Jordan

A division of Nike, Inc. The Jordan Brand is a premium brand. The first AIR JORDAN was released in 1985 during Michael Jordan’s rookie basketball season and instantly became the industry’s best selling basketball shoe. Over the next 22 years, the AIR JORDAN has been one of the world’s most recognizable franchises known for its signature "Jumpman" logo, innovative technology in basketball and forward thinking fashion.

Opinion
As giving more meaning (value) to the product, such as number 23, Nike was able to set the premium price. Some people criticize about setting the premium price since both the limited-edition and general edition are the same product. However, I think that the customers who bought the limited-edition paid the value of number 23. Since the customers got satisfaction, it was a winning game for both Nike and the customers. Moreover, since Nike did not promote the green factor, people will think that Air Jordan is basically an earth-friendly product.

Source: - Quality over Green: Nike's New Air Jordan, Business Week
http://www.businessweek.com/innovate/content/jan2008/id20080125_828346.htm
- Michael Jordan’s Back (Again), Business Week
http://images.businessweek.com/ss/08/01/0125_nike/index_01.htm
- jordan-brand-launches-air-jordan-23, hoops.blink.ph
http://hoops.blink.ph/2008/01/22/jordan-brand-launches-air-jordan-23/

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