Summary
Nike has taken one of their most successful franchises and extended its life span. Is this a good move by them? What does this do for the brand domestically and internationally?
Analysis
The master brand manager, Nike continues to show their business savvy as they extended what is probably the most successful franchise in their stable.
The ability of the Jordan line to excite consumers, grow market share and build brand cred for Nike is unprecedented in the athletic footwear arena. Equally this is a terrific way for Nike to grow their global business given the immense following the franchise has in countries like China and Japan.
What is curious is the timing of the launch, we are not exactly in the best of economic conditions to respond to a new $200 shoe in the marketplace but this is in keeping with Nikes ability to look long term at the business coupled with the fact that as the brand with the leading market share it has to be aggressive to maintain and grow their share.
The date of this exciting launch is probably the most noteworthy point. Jan 31st is not a major shopping weekend in the US on a good year let alone one like we're having. True is the first Saturday of payday post Christmas but is it me or is it just coincidence that another company called Under Armour is also launching their new line of running shoes on the same day? Whatever the answer to that is, the clear winner of this kind of innovation and competitive excitement are the well positioned retailers in this space.
