1. Air Jordan Brand
A New Look
Mykal McDowell
ADV 420

2. Overview
• Main point: make the website easier for
people to navigate
• Knowing that Jordan is already very well
established in it’s market is important
• Little changes to make things run smoother

3. Target Market
• 13-35 basketball players
• Kids begin to get serious around age 13
and adults tend to slow down with
competitive basketball around age 35

4. Social Media - Twitter
• Biggest platform
• A lot of Jordan Brand athletes use Twitter,
such as Carmelo Anthony, Dwyane Wade &
Chris Paul
• Able to directly talk to both the company
and the athletes that represent the
company

5. Social Media - Facebook
• Secondary platform
• Over 845 million people on Facebook -
more reach
• Easier to inform customers and field their
questions

6. Social Media
• Must actually check the responses on social
media
• People don’t like to think they’re being
ignored
• They take the time to ask or comment,
company must take the time to respond

7. Big Idea
• Changes to Website
• Instead of having all products listed, show
pictures of the athletes with links attached
to picture
• Links lead to that athlete’s apparel
• People tend to pick things that famous
people have, especially for trivial things like
basketball shoes

8. Budget
• $1.5 million per year
• Money used for PPC as well as salaries for
people who run the social media
• Funds changes in website
• Remainder goes to the athletes, for their
time in responding to fans and followers

9. Internet Marketing
• Google Ads
• Adwords Associated:
• Basketball
• Top Basketball Shoes
• Michael Jordan
• Prominent Athlete Names:
• Carmelo Anthony, Dwyane Wade, Chris
Paul, etc.

10. Conclusion
• Already a well known brand
• Main changes are for ease of consumers
• With easier to navigate website, sales will
go up, people won’t be confused what
they want
• Big in the Twitter game already
• Remember to respond