Top-level marketing glance at integrated campaign for Brand Jordan footwear launch. More at www.adriandparker.wordpress.com

1. 1 34th Street Midnight Madness Sale

2. 2 Brief Jordan Retro XII Midnight Madness Sale February 13, 2004 TheAir Jordan XII (12) was originally released in November 1996– the season Michael would lead the Bulls to their 4thNBA Championship despite not winning the MVP trophy. The shoe was the first of its kind to use Zoom Air cushioning technology and the design was inspired by the flag of the Japanese Army. The latest installment in this line of releases commenced last Friday, February 13, with the launch of the Jordan 12 (playoff edition) in black/white. It marked the fourth J12 re-release and the first 34th Street Midnight Sale of 2004. The following report provides an overview of our marketing support and also addresses the event’s efficacy, retail functionality, overall performance and any areas of improvement.

3. 3 Event Logistics Duration: 12AM – 2AM Substantial line began forming at 9:00PM Allocations: Men’s – 392 Kid’s – 403 Women’s – 60 Reserved Pairs: Almost 150 pairs, men’s & kid’s, were reserved in advance. On-Site Support: DJ Chuck Chillout 11 NYC Ambassadors 300 Surveys distributed to shoppers Jordan Trivia: 4 game giveaways Bounce back discount cards distributed The line of shoppers outside stretched across 33rd Street for most of the event.

4. 4 Marketing Support Radio Buy 20 :60 spots Wed – Fri 16 :10 Promotional Mentions Audio Collateral Materials Fliers 4,000 distributed as bagstuffers 1,000 distributed as external handouts In-store display of men’s and women’s J12 styles and shoe lace hook-up. Leaseline Poster

6. 336 Kid’s (83% liquidation)

7. 9 Women’s (15% liquidation)$99,380 Total Saturday sales (+270% LY) 350+ Attendees (Modell’s Midnight Sale in Times Square garnered only 60 people!) *As of 12PM Hot Count on Saturday Registers worked full-time as more than 350 people packed the store, oftentimes buying 2 – 4 pairs at a time.

9. Gross Margin: $23,891.10*1:4 Ratio - Every $1 spent brought $4 in return.

11. Where do you shop for most shoes?

12. How did you find out about the Midnight Sale?1 – 25 26 – 5051 – 100101 – 200200+ FA Mom/PopFoot LockerDepartment StoreOther (Finish Line, Web, Niketown, Champs) In support of future activities, our NYC Ambassadors distributed 300 unscientific surveys to garner the FA shopper’s perspective on a number of topics. Someone Told Me Radio SpotWalking ByFA Always Has ThemFA EmployeeFlier

14. Which Jordan launch are you most excited about?Power 105.1 HOT 97Z100WBLSNone 34th Street DJ hosted a Jordan Trivia game while shoppers waited in line. Winners received a copy of “Street Hoops” video game by Activision.