When The Center Doesn't Hold Anymore: The Evolution of The Jordan Brand
| dc.contributor.advisor | Clithero, John | |
| dc.contributor.advisor | Cheng, Mai-Lin | |
| dc.contributor.advisor | Schneider, Leah | |
| dc.contributor.author | Heinrich, Morgan | |
| dc.date.accessioned | 2021-07-27T18:47:05Z | |
| dc.date.issued | 2021 | |
| dc.description | 51 pages | |
| dc.description.abstract | This paper examines the evolution of the Jordan brand’s advertising and its branding decisions from the 1980s to 2020. The main objective is to explicate the ways in which the brand was able to achieve and sustain its brand longevity after Michael Jordan’s retirement from the NBA. The Jordan brand is an industry leader in the sneaker market and no other athlete has been able to achieve the iconic status and multi-billion-dollar brand valuation of the Jordan brand. Many other athletes, however, do have competing products in collaboration with different athleticwear companies. Because Michael Jordan is retired, his aspirational status does not resonate with younger generations of consumers in the same way that current NBA players do. But, through the Jordan brand’s recent marketing efforts, the brand is still relevant and will continue to be a success. | en_US |
| dc.description.embargo | 2023-07-27 | |
| dc.identifier.orcid | 0000-0001-6737-4726 | |
| dc.identifier.uri | https://hdl.handle.net/1794/26526 | |
| dc.language.iso | en_US | |
| dc.publisher | University of Oregon | |
| dc.rights | CC BY-NC-ND 4.0 | |
| dc.subject | Jordan | en_US |
| dc.subject | Advertising | en_US |
| dc.subject | Brand Marketing | en_US |
| dc.subject | Sneaker-culture | en_US |
| dc.title | When The Center Doesn't Hold Anymore: The Evolution of The Jordan Brand | |
| dc.type | Thesis/Dissertation |