Comments on: #JordanTrial: The Case of Jordan Brand vs _______ | Exhibit A

By: Drake admits to relationship with Jordan Brand #jordantrial | Kenji Summers | The Future is Bright

Sat, 27 Feb 2010 12:22:29 +0000

[...] tried to tell people with Exhibit A, but most of yall didn’t want to listen. Now see what has started. My front runner brands to [...]

By: | #JordanTrial Exhibit A – My Video Response

| #JordanTrial Exhibit A – My Video Response — Wed, 10 Feb 2010 12:39:13 +0000

[...] KenjiSummers.com , my video response to the “Jordan Trial”, a mock trial on the past, present, and future of the Jordan brand made famous by Michael Jordan [...]

By: K.Summers

K.Summers — Sat, 02 Jan 2010 10:10:52 +0000

That is dope Modi. The internets has no sleep schedule. Exhibit B on the way. Hopefully I’ll be quicker than the wait between Jay’s Exhibit A and C.

By: modi

modi — Sat, 02 Jan 2010 07:20:19 +0000

definitely a smooth post. don’t ask me how i randomly ended up on the site at 2:20 in the am. but i did.

ready for exhibit B, sir.

By: Kenji

Kenji — Tue, 22 Dec 2009 19:51:07 +0000

DJ is ‘one drop’ Af-Am. Thus our Americana heritage would label him black. lol moving on.

The (non bball athlete) push must be concerted. Any attempt to deviate from the amount of attention to detail that Jordan puts into the brand’s basketball team members would yield a lot of NOTHING. Fact is, Jordan was an amazing athlete with a hunger to win. That translates well into any sport. But I think where Jordan misses the mark, is by stopping with athletes. See where I’m going? It is all about the ‘performer’. More in Exhibit B.

By: David E. Cid

David E. Cid — Sat, 19 Dec 2009 17:29:02 +0000

Great post – i’m looking forward to Exhibit B

Oh and FYI – derek jeter is on the Jordan team roster and he is half white, does that count?

On a serious note, the athlete discussion is interesting because as a brand that is anchored in the sport of basketball, consumers tend to automatically thinks of the brand’s basketball athletes.

Quick, name two to three athletes sponsored by Jordan –> I’d make a bet that d wade, melo, CP3 would easily come to mind.

That said, the Jordan athlete roster also has baseball and football athletes. They even have a female track and field athlete. Granted that Derek Jeter is probably the most recognizable name within the non-basketball set … but the situation begs the question – do these athletes get their due shine as part of the “jordan brand team”?

If these other athletes that represent other areas of sport were pushed by the brand further, could it help to evolve the brand to even further claim its stake in the performance category?

I sometimes wonder.