Nike is a footwear powerhouse comprising various brands, including Jordan and Converse. Indeed, Nike generated over $46.7 billion in revenue in 2022 (which included the Jordan brand), compared to Jordan’s $5.12 billion in revenue in 2022. Thus the Jordan brand represented more than 10% of Nike’s revenue in 2022.
The Jordan Brand’s popularity has been strong for decades, yet it has increased further since 2019.
Nike has followed a similar pattern.
Overall it’s tough to analyze Jordan separately from Nike and vice-versa, as Jordan is a crucial element of Nike’s success.
The popularity of the Jordan Brand also spurred the sales of other Nike footwear indirectly.
Take the case of the Nike Jordan 1 and the Nike Dunk, both designed by iconic designer Peter Moore.
The Jordan 1 was first launched in 1985 as a signature shoe for Michael Jordan and was hugely successful.
And in the same year, Nike launched the Dunk, which has a similar design.
The interesting part of the Jordan shoes is that they are iconic and become trendy from time to time, thus spurring the consumers’ interest in buying them and the indirect interest of consumers to purchase similar models released by Nike.
Indeed, in the 2020s, we saw a similar phenomenon with the rise in popularity of the Jordan 1.
The success of the JordaWhich also propelled the sales of the Nike Dunk and other models.
Therefore, the Jordan shoes go through various hype cycles (depending on Jordan’s model, which trends every few years).