Has Nike Done Lasting Damage to Jordan Brand?
Nike is reducing the number of Jordans it puts on the market as it tries to restore the brand’s exclusivity and pull it out of a slump. Experts say it will take more than reducing supply to fix the problem.
Nike's stock is declining and the company will be removed from the S&P 100 later this month. This represents a significant loss of investor faith in the Portland-based corporation. The Business of Fashion (BoF) spoke with Jason Mayden, Jordan Brand's vice president of visioneering and chief of design. He described the upcoming release of the Air Jordan 41, the latest model in Michael Jordan's OG signature shoe line.
Mayden discussed his philosophy behind the release and why the brand is committed to releasing a new Air Jordan shoe annually. However, the Jordan Brand's once dominant retro business, a central source of cultural resonance for Nike, appears to no longer be effective.
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