This presentation shows the digital strategy for Air Jordan to become the most dominant product in the world and stay ahead of their competition.

1. Air Jordan Digital Strategy
Josh Ellis
ADV 420
New Media Drivers License

2. Client Overview
• Air Jordan debuted by Michael Jordan in 1984
• Released to public in 1985
• Annual additions
• Athletic shoes/apparel

3. Strengths
• Recognizable brand
• Sponsors top athletes
• Owns majority of market share

4. Weaknesses
• Newer products aren’t as successful as their
retro products
• Poor digital strategy
• Negative connotation of Nike using
sweatshops

5. Opportunities
• Expand into other sports
• Use social media as part of digital strategy

6. Threats
• Addidas
• Reebok
• Converse
• Puma

7. Target Market
• Male
• Athlete
• 14-24 years old

8. Key Performance Indicators
• Google Analytics
• Traffic to website
• Profits

9. Digital Strategy
• Twitter
• Facebook
• Youtube
• Instagram

10. Budget
• $2 Million budget
– Twitter: $500,000
– Facebook: $500,000
– Other social media: $400,000
– Mobile App: $100,000
– Youtube: $400,000
– Annual Maintenance: $100,000