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Air Jordan: How Nike Created A Brand That Drives Culture

air jordans

According to Nike Inc.’s fourth-quarter 2018 earnings release on June 28, the company reported that Jordan brand revenue was down 8% to $2.86 billion this year versus $3.1 billion in the same period last year. Some argue that Jordan Brand’s popularity is waning. But that’s still a lot of money from just one brand. And the main revenue driver are Air Jordan sneakers. But AJ’s are more than sneakers, they’re cultural objects that are worn just as much outside a basketball court as inside of it.

Make recombination part of your business strategy

jordan 2010


“Everything we create is just a product of recombination.”

What’s the inspiration behind the ?

The ability to see through your opponents and keep your intentions hidden. Just like in the world of design, in the world of Air Jordan’s the word . It’s safe to say that every single new Air Jordan has a distinct feature that borrowed from previous models to create the new one, and that is a key to their business strategy:

They’ve mastered the art of recombination.

Not only do they do it with the newer models but also with all the other extensions they’ve build around the Air Jordan’s such as the retro’s, TEAM and individual player models. I think the is to the sneakers industry what Apple is to the tech industry mainly because both companies set out to reinvent whatever they do. Jordan’s reinvent the basketball shoe and Apple reinvents mmm well everything it comes into contact with.

Jordan’s are also about performance and with every new model there’s some innovation in that department but this focus on recombination has made . If you don’t believe me check out the and you’ll see what I mean, a lot of transformational inspiration.

If there’s one thing you can learn from Air Jordan is they from themselves and from other sources and then combine them to come up with something entirely new all while maintaining a focus on style and performance.

Ask yourself: How can I make recombination part of my business strategy? Who can I borrow ideas from that can help me reach x objective?

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