Marketing Green Air.
The first Air Jordan sneaker made its debut in 1985 - Jordan’s rookie season. 22 iterations later, Nike is releasing the XX3.
The new Jordan XX3 sneaker will arrive in stores on Jan. 25 and won’t have a trace of the color green on it. Although the entire production/design process is based around eliminating adhesives/non-green production methods, Nike is not focusing on marketing the “green” aspect of the sneaker.
During the genius launch of the new new sneaker, Nike will be focusing on the collector/devoted Jordan sneaker fans. Nike is betting collectors will pay top dollar for limited-edition shoes in a staggered release of 3 different color combinations.
Here’s how the distribution will happen:
1. Jan. 25 (?) - 23 pairs of the first, limited-edition version (grey, black, red) of the 23rd shoe in the line will be available in only 23 stores. - $230 (highest price - making it vary rare)
2. Feb 16 - The (white, black, and red) version will be available at selected stores (to be/or not to be announced). - $185 (mid level-pricing)
3. Feb. 23 - The full nationwide launch (black-and-red color) will be available at just about every store that carries the Jordan. - $185 (standard pricing)
Staggering the release dates will hopefully create a buzz and increase awareness of the new XX3 Jordan.
The Jordan brand has been so popular that a new version has been released every year since its launch in 1985. This will be the first version of the Jordan in Nikes three year old line of “green” shoes.
What does “Green” mean for the XX3?
The new “Green” process has cut down on toxic chemical adhesives and wasted materials, using material derived from the waste of other Nike manufactured shoes. This waste is know as “Nike Grind”. Nike has been recycling “Nike Grind” since 1993.
During the manufacturing process of the XX3, Nike used a water-based bonding process to reduce the use of chemical cements and glues that greatly reduced earth killing elements.
Nike also developed a special sewing machine that could stitch the sneaker upright (patent pending).
Here is the genius marketing play:
Nike decided to go with the limited-edition marketing hook. Relying on the history of the Jordan shoe and devoted sneaker freaks to create the buzz. Check out the summary of (Episode 33 of Entourage)
Question:
Will they be including the “Jump Man” logo on the XX3. - I hope!
