How much earned media did Jordan Brand (and the other brands name dropped) get from this interview? As of 2/27/2010 at 7:07am at a $20 CPM (cost per thousand) factoring 25k+ views on Youtube, that factors out to at least $500in earned media (free) for the Jordan Brand (and the other brands name dropped). This total is exclusive of the emotion that needs to be factored in by Drake wearing the exclusive Jordan sneakers in the video and emphasizing his existing relationship with the brand. Have you thought of how much it costs to manufacture and distribute the sneaker to Drake (and his team)? Not much. Moving on:
The formula for reference: Impressions x CPM / 1000 = Media Cost
I 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 have partnerships with Drake in 2010 are, 1) Jordan Brand 2) Play by Comme des Garcons 3) Red Wing and 4) RRL (a dark horse as this is the first time I’ve heard Drake name drop the brand).
Thomas Wilson is a photographer, recovering sneaker addict, and (obvious) sports buff. He brings up some great informed revelations that should assist tremendously in the case of the defense.
My response:
First and foremost, great response Thomas. You raised some great points and presented the facts clearly. Jordan Brand is not based on futurism. That is glaring flaw in the Jordan Brand DNA. It is in disarray in regards to the next 5-10 years. Right now, they are on the cusp of their pinnacle, however this is not a good thing. The decline part of the curve is right around the corner. Remember Rocky V? ‘From a million to one shot he became a true champion of the world.’ Michael Jordan and Rocky are one and the same. The conquered in spite of challenging circumstances. However, Jordan never handed the title down to anyone. Grant Hill? No. Penny Hardaway? No. Kobe Bryant? No.The list will continue. However, will we care? Greed and myopic vision is another downfall. The white athlete in the NBA comment makes sense. There are no white NBA stars. I guess we need to consider our non-U.S. players, however the list still falls short. Soccer may be a great sport for Jordan to enter. The challenge would be to either augment the Jordan Brand logo and identity for individual sports or keep basketball and the ‘flight’ theme consistent. Rebuilding your collection via retro releases is an important insight! They are your ‘babies’, thus they are to be ‘seen and not worn’. You may fall into this category unconsciously. The Jordan Brand sneakers that you are collecting are not getting worn out on the asphalt or concrete. They grace the street then make it back home to a dust bag and tooth brush with gentle soap. 23 has come and gone for Jordan Brand. I’m 23. I love my year. But at sometime it is a good decision to move on.
Rob Lewis is a law student and confessed sneakerhead. His knack for grasping complex intellectual property issues with an uncanny ability to translate it to the layman gives him a unique lens as a witness in the ongoing trial.
My response:
I wish the general public could have access to what those numbers are. The Nike Annual Report is not very thorough in including Jordan Brand and their sales, revenue, ROI, etc. I agree that MJ embodied everything that was great about the professional game of basketball. Someone or some group and Jordan Brand have not been doing proper gardening in regards to the apparel and footwear. Retro everything is not cool, and it is not sustainable. I feel this is a myopic approach for Jordan Brand, which ultimately is in response to the influx of black and gray market goods. It’s hard to bootleg a mutant Airforce one sole with a classic Jordan upper. Disgusting yet unique. The Great White Hope will come one day. Maybe one of the Klitschko brothers deserve a nod? They are heavyweight champions for goodness sakes! The Jordan Brand ethos is about overcoming and excelling. They should take their own advice.
Jamil Buie is an advertising account guy that ‘gets it’. He merges his creativity with a knack for client and brand management.
My response:
I’m just now seeing this. smh Good reply. To address your final comment, I think the Jordan Brand will have a tough time bringing on a white athlete. They could use one, for sure. They could also use a few more women–but that is another story. The ‘Great White Hope’ comes to mind with whichever white athlete Jordan signs. I personally think a mixed race entertainer would be the next best signing for Team Jordan. More on that in #ExhibitC. Finally, the Jordan brand equity has reached its zenith imo in terms of being a performance brand. Nothing but downward motion seems to be on the horizon. We will see. #ExhibitB coming soon.
The evidence we present to you today touches on a few areas. We argue the following:
*Every black male youth does not buy Jordan
*Altered Jordan Brand retro sneakers are a virus to the Jordan DNA
*White athletes should be a part of Jordan Brand
*Jordan Brand is to be ‘seen’ and not ‘worn’
Twitter
Facebook
Flickr
LinkedIn
RSS