It has been more than a decade since Michael Jordan, arguably the greatest basketball player to ever play the game, last laced up his now famous ‘Jordan’ brand of shoes and hit the hardwood competitively. Now in his fifties, a picture of ‘his Airness’ from the 2014 Ryder Cup went viral and in my opinion is a perfect example of a brand doing a great job of incorporating its brand idea consistently through all touch points. The image I am referring to is of M.J. taking in the action as a spectator while DOUBLE FISTING cigars, sporting his signature Jordan brand by wearing a hat and hoodie with the iconic ‘Jumpman’ logo.
I say this is a perfect example because in a single shot Jordan, who himself is a brand, effectively communicated the essence of ‘Jumpman’ and everything associated with it by doing nothing more than hanging out. This picture was everywhere – social media, various websites and blogs while making the rounds on sports television highlight shows. Everyone who saw or commented on it had the same general consensus – damn, Michael Jordan is so freaking cool.
What started out as a simple pair of shoes – the Air Jordan 1 – in 1984 has grown into a massive empire for Michael Jordan and Nike, the company associated with the brand for 30-plus years. Today, Jordan products include various shoes, clothing and training gear all promoted and worn by not only M.J., but numerous top-tier professional athletes and collegiate athletic programs. Every single touch point with Jordan echoes what the brand is all about and that is coolness, representing quality worn by the best.
The success of the brand can be found in the numbers as this past summer, ‘his Airness’ – fueled by Nike’s Jordan brand sales – entered the billionaire club. Perhaps that is why he is able to smoke two cigars simultaneously while unintentionally promoting his brand. Today Michael Jordan and his brand can be summed up by that one viral photo demonstrating the high life.