Travis Scott and Jordan Brand...They Have Updating the Brand Right.
My go-to sneaker newsletter is by Mike Sykes and this morning he put together a really solid one about Travis Scott and the Jordan Brand.
I sent Mike a reply and I figured it might actually be useful to you as well.
So here’s the copy of my email to Mike about Travis Scott and Jordan…
Yo!
If I put my professor of applied brand management hat on here...
Travis Scott nails his answer, but Triple H is right as well.
What we are seeing is that Travis has his brand game down pat. He is right to acknowledge the foundation of the brand that MJ brought, but his presence is key to refreshing the brand and keeping it relevant.
Those little tweaks and moves he makes are all key to updating the brand and keeping it relevant.
A comp would be the "Not Your Mother's Tiffany" stuff where they threw out the Tiffany Blue and made things yellow. Old timers were pissed, but that was the point...
Tiffany had become stuffy and throwing out the "sacred cows" was a way for the brand to dust itself off and make itself relevant.
I'm almost certain we hear people popping off about the materials and the reverse swoosh on Travis Scott's Jordans and that tells you that the approach they are taking is working because you are right, it is a young man's game, if you are making the old timer's, even the ones that get it, like me, all in immediately, your strategy might not be going far enough.
What's new?
DW
What do you think?
Let me know!
Dave