Final answer:
Nike's marketing strategy for the Air Jordan involved athlete endorsement, storytelling advertising, exclusivity, and innovative branding that connected the shoe with performance and style.
Step-by-step explanation:
The marketing strategy employed by Nike in the case of the Nike Air Jordan basketball shoe involved several key components that revolutionized sneaker advertising and branding. Nike created a strong association between the product and Michael Jordan, an emerging basketball superstar at the time, capitalizing on Jordan's athletic prowess and iconic status. The strategy included the creation of a new line of shoes specifically designed for Jordan, which set the trend for the 'signature athlete endorsement' in the sporting goods industry.
Additionally, the marketing campaign was supported by heavy advertising across various platforms, with compelling narratives that connected the shoes with performance and style. The exclusivity of the shoe, due to its high-quality design and association with a basketball legend, created a strong desire and brand loyalty among consumers, which has lasted for decades. Nike's Air Jordan campaign notably broke traditional molds of footwear advertising by utilizing television commercials with cinematic qualities, creating a cultural phenomenon that linked Nike's brand directly with sports excellence and cultural prestige. This comprehensive strategy not only included traditional advertising but also embraced new marketing techniques, such as scarce releases and partnering with celebrities outside of sports, to ensure the Air Jordans became a staple in both sports and fashion circles.