Air Jordan has 58% of the basketball shoe market share. Their digital strategy goals are to meet customers through social media, offer more personalized customization, promote other apparel brands, connect with past customers while gaining new ones, and enhance social media pages. The strategy will focus on collecting information from past customers to provide a more personal experience and promote exclusive brands to reliable customers.

1. AIR JORDAN
Digital Strategy by Nicholas Lucero

2. Jordan background
• Jordan release in
1984
• Jordan is owned and
controlled by Nike
• Jordan is leading the
basketball shoe
market with 58%
market share

3. Why Wear Air Jordan?
• Air Jordan has state of the art designs
• Performance that is well tested
• Comfortable, while still being durable
• Are worn by the world’s best
• The creator is one of the worlds elite
professional athletes

4. Digital Strategy Goals
• Meeting customers through
social media threads
• Will be making customization
more detailed and personal
• Promoting other apparel
• Connecting with past
customers, while creating new
ones
• Enhancing Social media pages

5. Growing Consumer Patterns
Collect Information from past customers
Allow customers a more personal experience
Promote Exclusive brands to reliable customers

6. Digital Marketing Insights
• Official Jordan website
• Twitter page
• Facebook Page
• Youtube
• Search engine optimization

7. Market competitors
• Adidas
• Under Armor
• LI-ning
• Converse
• Reebok

8. Recent Target
Market
• Men
• 18-35
• Athletes
• Basketball Players
New Target
Market
• Men and Women
• Ages 10-35
• Athletes
• Running and
Basketball Athletes

9. Key Performance indicators
• Customer Retention
• Status of existing customers
• New customer acquisition
• Turnover
• Bad Debt Collection

10. Budget
• Total Digital Strategy Budget: $1.5 million
– Facebook: $400,000
– Twitter: $400,000
– Instagram: $300,000
– Youtube: $100,000
– Other Digital Outlets: $200,000
– Site Maintenance: $100,00