Getting your player ready...
NEW YORK — After ignoring women for three decades, Nike’s Jordan Brand will start making sneakers for them.
There will also be gear for weekend warriors and football fans. Nike’s vision for Michael Jordan’s flagship line is to now extend to categories beyond basketball — all with the goal of doubling the brand’s sales to $4.5 billion by 2020.
“It is a great brand and has been one-dimensional — largely footwear, largely male and U.S.-based,” said Nike CEO Mark Parker in an interview. “The opportunity is to give the consumer more choice in that brand, carefully.”
The success of the effort will be the latest referendum on the current state of Jordan’s marketing power, and on Nike’s reputation as a branding juggernaut.
