Jordan:
Meet the “Alpha kid”
How do we get the Jordan ‘alpha kid’ audiecne to relate an icon that was gone before they were born?
This was the challenge facing the Jordan Brand. In danger of being relegated to an “old skool” brand instead of the innovative leader they had been with #23 was on the floor.
Through a qualitative deep dive into the Jordan ‘alpha kid’ mindset, we uncovered a simple truth, Jordan is taught and not discovered. Kids earned about Jordan from their older siblings, the kids in the neighbourhood, and even their parents.
Jordans are so much more than shoes. They are the secret handshake, signalling who belongs… and who will never understand.
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