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Here’s What Jordan Brand’s New President Needs to Do Help it Find Success Again

Jordan Brand has a new president in former Coca-Cola Co. exec Craig Williams. And industry insiders believe he has his work cut out for him to right the ship.
While the label is still a power player in the sneaker space, it has lost some steam. Adidas has jumped over the Jumpman to the No. 2 spot in terms of market share, according to retail point-of-sale information reported by SSI Data. Jordan Brand’s market share last year was in the low teens, the firm said, but as of Nov. 3, it owned just around 9.5 percent.
To start to turn around the company, The NPD Group Inc.’s senior sports industry adviser, Matt Powell, said Jordan Brand needs to rebuild the scarcity model it once mastered.
“They’ve put far too much product in the marketplace, and liquidations have slowed, the resale market has collapsed, and they need to get back to having that scarcity cachet,” the expert explained. “Without the scarcity model, Jordan is just another shoe brand.”
For Ankur Amin, the CEO of TGS (the parent company to retailers including Extra Butter), Jordan’s turnaround hinges on attracting younger consumers.
“They’ve had an absolutely amazing run with retros and they’ll continue to have a loyal audience

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Via:: https://footwearnews.com/2018/focus/athletic-outdoor/jordan-brand-president-craig-williams-air-sneakers-basketball-1202706689/