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10 pages/≈2750 words
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Business & Marketing
Research Paper
English (U.S.)
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Nike Inc. Air Jordan Sneakers: Overview (Research Paper Sample)


The topic of the paper is Air Jordan sneakers under the Nike brand.
For other information, please see the files I uploaded.


Nike Inc. Air Jordan Sneakers

Student’s Name

Institutional Affiliation

Nike Inc. Air Jordan Sneakers

Company Overview

Nike Inc. is a leading apparel and footwear company that was incorporated in 1969. The company’s main functions include designing, developing, marketing and distributing sports apparel and footwear. The company also provides sports services, equipment, and other accessories. Nike has set up various shops across East, West and Central Europe as well as North America and other parts of Japan and China (Ahmed, Brohi, Bhutto & Abbas, 2016). The main brands owned by the company include the Converse, Hurley, Jordan Brand and the NIKE brand. Manufacturing of these brands is carried out by independent contractors. However, the sale of the products is done through the company’s online store, retail stores, and accounts, and licensed independent retailers who are spread across the globe. Additionally, the company also sells its products using direct to consumer operations using its distribution centers, which are located in various parts of the world apart from the U.S.

Nike Inc. headquarters is located on a four hundred acre piece of land in Beaverton, Oregon. During the end of the financial year June 2016, Nike sold 46% of its products in the U.S., 12% in China, 18% in Western Europe, 3% in Japan, 4% in Central and Eastern Europe and 11% in the upcoming markets across the world (Ahmed, Brohi, Bhutto & Abbas, 2016). This means that the United States accounts for a majority of its sales and for this reason, it has set up a full product distribution line in parts of Tennessee, Memphis, and other locations. Nike Inc. has also leased its distribution centers in the United States and other centers outside of the U.S. (Ahmed, Brohi, Bhutto & Abbas, 2016).

Product Overview

The Jordan brand is part of Nike Inc., which produces apparels and basketball shoes (Andrews & Jackson, 2001). The brand was formed in early 1984 through Nike’s partnership with a retired professional basketball player, Michael Jordan (Andrews & Jackson, 2001). The partnership led to the design of the Air Jordan 1 sneakers, which was specifically made for the professional basketball player. From the manufacture of first Air Jordan sneakers, the brand has released several models of the sneaker shoes up to date. The Jordan brand has been sponsored by various basketball players, who enabled the brand to make a significant amount of sales over the years. The players act as an inspiration for the majority of basketball lovers and for this reason, the brand is able to attract both players and fans. Since the Air Jordan sneakers were designed for basketball, the brand has mostly focused on athletic players and teams as the main markets for its products. Judging by its online store, the Jordan brand also targets all age groups, ranging from toddlers to adults. Their sneakers come in a variety of different colors and shapes, and they are available in male and female designs. The price of the sneakers is approximately $400 for adults and $45 for children, which would mean that the company targets the middle and upper-class individuals (Nike, 2018).

The distribution of the Air Jordan sneakers is done through Nike’s licensed independent distributors, the company’s online store and other retail stores across the globe. The main distributor of raw materials used for manufacturing the Air Jordan sneakers is China. Materials such as polyester, leather, cotton, and Eva Foam are all imported from China, whereas other materials such as rubber are imported from Thailand, Malaysia, and Pakistan (Locke, 2002). Majority of the manufacturing is carried out in China since the Jordan brand does not have any factory. For this reason, Nike has contracted manu...

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