Week 4: Marketing Environment

     With the recession in full affect the Air Jordan Brand has not been affected by it and by the looks of it had a positive affect on the company. They had sales of 1 billion dollars in 2009 and is 5 percent of Nike’s overall revenue. Their net revenue as of May 2009 was 19.2 billion. Also 3 out of every 4 pairs of basketball shoes are Air Jordans and 86.5 percent of basketball sneaker sales are Air Jordans. Most sneaker companies are running out of business because they don't have enough money to adapt to marketing environment and change the way they do things. So the bigger companies like Air Jordans are now even more powerful and taking over during the recession. In 2009 Air Jordans commands a staggering 75 percent of the market share of all basketball shoes sold in the U.S. according to SportsOneSource. Not only did the recession have a positive affect on the number of sells but it helped them focus on the "green" aspect of the sneaker which is a more cheaper way useful way to sell them. Officially the Air Jordans 23 is the latest in the three year old line of Nike Considered shoes the company's line of green footwear. So whether the recession here or not Air Jordans have adapt to it.