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It seems like every year it comes with an exclusive item that nearly drives people angry. They would do just about anything to purchase that item. Twelve months I remember people were going crazy over a toy called “tickle me Elmo”.

People were actually fighting over a crammed toy that they completely could not live without. It’s almost a little bit humorous to think that people might fight over a children’s toy, but people aren’t always considering clearly when they allow their emotions dominate.

In 2011 we saw this particular same phenomenon occur over the Air Jordan 11 Retro Concords. People were camping out in the cold… awaiting the stores to open so they could pay $180 for some sneakers!!

Can you believe that? These Jordan’s cost $180, and people were busting down the doors to buy all of them!

So what makes these shoes so dang special that individuals all over the country feel the need to obtain them?

The Air The nike jordan Retro 11 Concords Tend to be Exclusive

Perhaps the greatest marketing genius behind this madness may be the exclusivity of the Air Jordan’s. These footwear were taken off the market 11 years ago… and since that time these shoes have grown to be a collector’s item to his fans.

People would spend big money to get Men’s Air jordan 6 olympic Basketball shoe their hand’s on these exclusive, limited Air Jordan’s. So when these footwear came back onto the marketplace people were breaking down metal doors to get on their own a pair of these unique shoes.

The Air Jordan Brand

Not only were these shoes exclusive, they also represent an impeccable brand name. The Jordan brand name means a lot to individuals emotionally. They associate the Jordan brand with greatness.

In some of the earlier Air Jordan marketing campaigns they actually suggested that a set of Air Jordan’s would help a person play better baseball. “It must be the shoes?”

When people lace upward a new pair of Jordan’s they actually feel better about themselves. The new Jordan’s give them the ability to “be like Mike”… another genius tag line used in early marketing campaigns.

Every child in America wanted to “be such as Mike”… and apparently these people still do!

A higher Price To Pay

The Air The nike jordan shoes are not only unique, but they are also some of the highest priced footwear on the market. The funny thing about this is that it tends to make people want the shoes even more!

If MJ decided to sell these shoes with regard to $50, he would not only lose a lot of revenue, but the exclusivity would also be reduced. People are attracted to high quality brands like Jordans because it makes them really feel special. Not everybody can afford Air Jordan’s so they obtain a feeling of superiority.

This isn’t always the case, but if we are being honest… it will help sales. Through the years, MJ has consistently billed a premium price for his shoes, and the brand continues to grow out of control. The Jordan brand represents quality, exclusivity, and greatness.

What Advertising Lessons Can We Study from A Billion Dollar Per Year Athlete?

It started with single pair of Jordan shoes back in 1985. From there, the The nike jordan brand has expanded into multiple sports activities offering all kinds of sports wear.

I actually know a lot about Micheal The nike jordan and his shoes because I grew up watching him or her play.

In my opinion, Micheal The nike jordan was the best baseball player to play the game (even though he beat my Utah Jazz 2 times in the D.B.A finals). MJ was not only an extraordinary basketball player, but he is also an amazing company man.

MJ has built an aura Jordan brand that reaches far beyond basketball. Actually, Micheal Jordan was the very first athlete in any activity to reach 1 billion dollars in yearly revenue.

Speaking personally here, I would say the # 1 reason for the Jordan craze is the EMOTION at the rear of his brand. Individuals have a lot of emotion when it comes to the Air Jordan brand.

They remember viewing him play. These people remember the commercials. They remember the movies…

** Micheal wore the Air Jordan 11 Concords in the movie SpaceJam… maybe that’s why they are his the majority of sought after shoe?

When individuals buy his footwear they get a sense of satisfaction. They simply equate the Air Jordan brand name with greatness, because that is how he played the game.

As marketers, we can discover exclusivity is a very powerful device. We must also observe that emotion is another huge determining factor of promoting. People buy Jordan’s (or any other product) for the emotion they get from the product.

Emotions always trump benefits or even facts.