Bidding to restore some shine to its showcase sub-brand, Nike is slicing retail distribution of its The nike jordan brand footwear in half beginning from the critical back-to-school selling period, with new ads due in July.
Jordan brand main Larry Miller said that whilst sales of the latest Nike jordan XV sneaker have exceeded objectives, “We’ve been riding the brand pretty hard for awhile, because no matter the state of the market, Jordan is a constant. Now you want to get back to the days when people were standing in line for the merchandise.”
Nike and every athletic shoe brand offers suffered from a glut regarding models and retailers. Whilst marketers generally have cleaned up left overs, the problem of too many merchants persists–especially in malls, producing a sales environment that only competes on price.
Nike also plans to expand their apparel into non-shoe accounts, such as department stores and urban outlets. “The concept is to have a look that’s a mix of authentic athletic and style’ mentioned Miller.
Spending levels will stay steady at $12 million, as will imaginative, which casts Jordan within a more supervisory role to improve showcase active endorsers like Eddie Jones, Randy Moss and Derek Jeter.
“We will always use Erina but we cant really show him slam dunking anymore,Inch said Miller.