Bidding to restore some luster to its showcase sub-brand, Nike is cutting retail distribution of its Jordan brand footwear in half beginning with the crucial back-to-school selling season, with new advertisements due in July.
Jordan brand chief Larry Miller mentioned that while sales of the most recent Air Jordan XV sneaker have exceeded expectations, "We've been riding the brand fairly difficult for awhile, because regardless of the state of the market, Jordan can be a continual. Now we need to get back for the days when men and women stood in line for the item."
Nike and every athletic shoe brand has suffered from a glut of models and retailers. While marketers generally have cleaned up excess inventory, the issue of also a lot of retailers persists--especially in malls, producing a sales atmosphere that only competes on price.
Nike also plans to expand its apparel into non-shoe accounts, including department stores and urban outlets. "The idea is always to have a appear that is a mix of authentic athletic and style' said Miller.
Spending levels will keep consistent at $12 million, as will creative, which casts Jordan in a more supervisory role to far better showcase active endorsers like Eddie Jones, Randy Moss and Derek Jeter.
"We will often use Michael but we cant truly show him slam dunking anymore," stated Miller.