The Meaning of a Personalized Shoe

11 01 2012

Jordan Brand and Under Armour have led the way in the past several months of giving a personal meaning to the shoes they make for their NBA endorsers. Several NBA players have had new shoes released since October – Jordan Brand’s Chris Paul, Carmelo Anthony and Dwyane Wade. Under Armour’s Brandon Jennings and, to a lesser degree, Kemba Walker and Derrick Williams, although they didn’t receive signature kicks this season.

Adidas has Derrick Rose and Dwight Howard. Nike has Kobe Bryant, LeBron James and Kevin Durant. Reebok has John Wall. But UA and Jordan have gone above and beyond to show why their shoes mean something to their players. It’s in the way the shoes are designed, with special details that mark a player’s life to that point. It’s done also by the videos created for those players. Check out the two-minute vignettes UA produced for Jennings, Walker and Williams as part of their Are You From Here? campaign (more text after the videos):

Those videos strike a chord. You see the players off the court as ordinary people. Of course, they have extraordinary athleticism as well as other qualities that make professional athletes unique in what they do.

Jordan Brand has also made a connection between their product and their endorser. In this case, it’s the CP3.V shoe for, obviously, Chris Paul. They’ve churned out a two-minute video of their own in which Paul discusses how he celebrates his love for his family through his newest signature shoe. I’ll list the video below with two images and three sketches of the shoe to follow, all provided by Jordan Brand. (You may notice a yellow and blue colorway that was obviously intended for Paul to wear on the New Orleans Hornets before his trade to the Los Angeles Clippers.)

One comment to add: I appreciate the fun factor of Kevin Durant’s Nike NERF shoe and what the Kobe System represents about Kobe Bryant as a ballplayer, but I especially dig what UA and Jordan Brand have done for their endorsers. They’ve personalized them to the point where a reasonable person can feel empathy for that player. That effect can’t be underestimated in terms of how a consumer views an endorser, and thus, that endorser’s brand.

    

   

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One response

15 01 2012
FACTS OVER OPINION

JORDANS DESIGN AND QUALITY AS BASKETBALL SHOES ARE NO WHERE NEAR WHERE THEY SHOULD TO COMPETE WITH OTHERS NOT BASED SOLELY ON THE JORDAN NAME. HEAVY BULKY AND NOT ENOUGH PROTECTION. DONT BELIEVE ME? CHECK TO SEE WHICH BRAND HAS THE HIGHEST INJURIES AMONG NBA PLAYERS. IE CARMELO CP3 AND D.WADE.

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