Jordan Brand isn’t what it used to be. It doesn’t carry the same weight as its parent brand, Nike, anymore. Its flagship products are slowing down; gone are the days where folks would wait in line outside in all types of weather for the next Jordan release.
Instead, consumers are doing their shopping online. They’ll spare a few clicks to enter a raffle for a pair of solid Js. If they don’t get them? It’s fine. They’ll try again on the next pair. The struggle consumers once faced to acquire a pair of Jordans no longer exists. The brand was supplanted by Adidas as America’s second-biggest sports footwear retailer last year. The brand’s sales are still down as of August.
Times and trends have certainly changed. However, don’t expect Jordan Brand to go away anytime soon. The brand is attempting to find a new identity for itself outside of the shadow of Michael Jordan and the original Jumpman line.