Courting controversy can be a really neat way to build brand recognition.
It can be a slam dunk – this is the story of how Nike massively boosted the awareness around the now legendary Air Jordan basketball sneakers when they first came out.
You see, the NBA had a policy that sneakers used in games had to be 51% white.
Or the fine was $5,000 per game.
Michael Jordan wore the new black and red Air Jordan sneakers.
- Commentators were outraged.
- Opposition fans were outraged.
- The media was outraged.
Cameras were on Jordan’s sneakers every game.
The free publicity made them an instant classic.
Nike happily paid the $5,000 fine per game. They even made an ad about it.
They sold $70 million worth of Air Jordans in eight weeks.
Cheers
