Les Charlotte Hornets seront habillés en Jordan la saison prochaine

Michael Jordan - Carolina Football NCAA Football - Jordan Brand

La marque Jordan est en passe de réussir une grande année. Après être devenu l’équipementier de l’équipe universitaire de football américain de Michigan et étant l’équipementier des Champions NCAA des North Carolina Tar Heels, et après avoir ouvert son premier magasin en Europe, à Paris, Jordan Brand va faire ses grands débuts dans le sport professionnel US puisque ce mardi 25 avril, la franchise NBA des Charlotte Hornets, où évolue le Français Nicolas Batum, a annoncé qu’à partir de la saison prochaine, l’équipe sera habillée par Jordan Brand, qui n’est autre qu’une division de Nike, qui détient le contrat d’équipementier avec la NBA. 

Cet accord a sans aucun doute été rendu possible grâce à un homme, Michaël Jordan, propriétaire de la marque Jordan, mais aussi propriétaire de la franchise de Charlotte, qui sera, il faut le noter, la seule franchise à poter un uniforme Jordan la saison prochaine. Voici une partie du communiqué de presse des Hornets officialisant cette nouvelle : 

« La réouverture du fanshop des Hornets coincide avec le lancement des nouveaux maillots Jordan Brand alors que Nike devient le fournisseur exclusifs des tenues de la NBA à partir de la saison prochaine. Les Hornets seront la seule franchise NBA à être équipé avec des tenues Jordan Brand, et le Hornets Fan Shop, possédera, de facto, beaucoup plus de merchandise Jordan Brand Hornets qu’il n’en avait par le passé. » 

 

La marque Jordan vit le jour durant l’année de rookie de Michael Jordan avec les Chicago Bulls, la saison 1984-85, qui fut aussi l’année du lancement de la Air Jordan I. Depuis, la marque a lancé 31 versions de cette signature shoe et a aussi lancé de nouvelles collections textile. 

Michael Jordan est devenu un investisseur des Hornets en 2006, alors que la franchise s’appelait toujours les Bobcats. Il devient le propriétaire à part entière en 2010 lorsqu’il finalisa le rachat des parts restantes, toujours détenues par l’ancien propriétaire, et ce pour une somme de 175 millions de dollars selon différents médias américain. Lors du premier semestre 2014, il augmenta sa participation pour passer de 80 à 89.5% au sein de la franchise NBA. 

 

Jordan Brand représente une part importante de la stratégie basketball de Nike et les récentes incursions dans le monde du football américain universitaire et de la NBA soutiennent cette stratégie global et ont pour objectif d’accélérer la croissance économique du groupe. Lors de l’année fiscale 2016, les revenus de Jordan Brand ont augmenté considérablement, de 18%, pour atteindre les 2.8 milliards de dollars, soit le double de Nike Basketball, la division basketball de Nike, qui atteint les 1.4 milliards de dollars de chiffre d’affaires.  

Ce deal avec les Hornets est un véritable test pour Jordan Brand, qui bénéficiera donc d’une exposition supplémentaire, rendue possible grâce à la connexion avec Michaël Jordan. Avec l’équipe de football américain de Michigan et l’équipe universitaire de North Carolina, l’état-major de Nike Inc, regardera de près comment évolue la marque Jordan et la comparera sans doute encore plus à la marque Nike et à ses partenariats pour ajuster encore sa stratégie de branding et de partenariats dans les années à venir. 

Sachant que les fans de Michael Jordan sont toujours présent dans les tribunes des matchs des Chicago Bulls, cette franchise semble être l’équipe « parfaite » en cas de nouveau partenariat pour Jordan Brand dans la NBA… Affaire à suivre donc… 

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