"It's an incredible milestone".Mark Parker, who has led the group since 2006 and this year will assume the executive presidency, did not refer to another record cycle for Nike, which grew again at a double digit rate, but to the role of Jordan Brand, which for the first time inA quarter exceeded 1.000 million dollars (892.8 million euros).The economic results have only endorsed the important bet that the group made about this firm, in which it turned over in recent months.

"We have Nike, Jordan and Converse now and we believe that there is enormous potential in all of them," said the executive."We must develop them to subtract pressure from Nike and do not have to be all for everyone," he said, in relation to the role that both brands must have in the global strategy of the group in the short and medium term.

Jordan Brand, initially was born in 1984 as a technical brand directly linked to basketball, at a time when Nike was still trying to scratch market share in this sport.Today its approach has changed radically and has become a cultural icon, hugging the Athleisure to break its niche and loyalty to a premium consumer, of less age, and whose priority is the aesthetics of design and exclusivity of the same.

Jordan Brand has first exceeded in its history the one billion dollars in a quarter

Hence, after several years at Stand By in the field of sports sponsors.The advantage is that one comes from the United States and the other in Europe.

The first was Zion Williamson, who reached an agreement for seven years for 75 million dollars (67 million euros).The last number one of the Draft is expected to have an impact similar to that LeBron James had when he landed in the League in 2003.

However, the New Orleans Pelicans player has not debuted for an injury and Jordan returned to the market to sign the last sensation of the NBA: Luka Doncic, which they convinced with a five -year contract of five years and 100 million dollars (893 million euros) and the possibility of having its own shoes model if it meets a series of sports goals.

In recent months he has managed to sign the two great young stars of the NBA: Luka Doncic and Zion Williamson

In this way, the brand not only ensures the future stars of this sport on the payroll, but will also be the claim to strengthen their strategy in the Athleisure and the connection with the new generations.And Jordan has been the vehicle through which Nike has been able to surrender to this trend without betraying his commitment to position his main brand only through athletes.

The firm invoiced 3.138 million dollars in 2019 (2.760.5 million euros), 10% more, and this year could spray its record, if it maintains the same growth rate until May, when Nike closes its fiscal year.If so, it could exceed the 4 barrier.000 million dollars for the first time (3.571 million euros), 9.5% of everything that the group based in Oregon would generate this year.

"We have returned to a predominant position in the North American market after tightening the Reset button earlier this year," said Parker six months ago, in the presentation of the annual results.After its relaunch, Jordan has burned stages at a vertigo speed and, according to Nike's maximum manager now, the second phase of the plan has not even started: “The most exciting thing is that we are still at an early stage within diversificationof brand products ".

Jordan Brand grew by 10% in 2019, and could exceed the 4 barrier.000 million dollars in 2020

One of the main challenges will be to expand the textile range and, above all, that of articles for women, a segment that until now had barely explored.To this is added international expansion, where Jordan Brand has achieved great impulse, especially in Europe, where he is one of Nike's growth engines.“The brand is very strong internationally;The market is healthy and, in many cases, the demand exceeds the supply chain, ”said Parker before analysts during the presentation of the results of the first semester of its fiscal year of the year 2020.

The alliance with the Paris Saint-Germain (PSG) has been one of the keys.The Parisian club took advantage of Jordan's influence to enter the United States and Asia, while the American brand took advantage of the French team's boom to design urban fashion collections and enter European football.

Proof of this is that the same week in which Nike renewed his agreement with the Parisian club, at the rate of 50 million euros per year until 2032, Jordan announced the launch of the second textile collection with the motives of the team.Only in the first weekend of its launch more than 40 were sold.000 sporting articles under this license, according to the PSG.

The association with the PSG has opened a market in Europe and other territories, becoming one of the most successful for Jordan

This transition from the courts to the streets has also been evidenced in the NBA.The latest Doncic and Williamson contracts, which aspire to be the face of the League during the next decade, are nothing but the culmination of a strategy started two years ago.To them is also added the Rookie Rui Hachimura, of Japanese origin, to lead sales in this country, and a payroll of young stars in which Jays Tatum stands out.

Despite not having the same showcase as others All Stars to those who also fit Jordan, such as Russell Westbrook, Blake Griffin and Jimmy Butler, the difference is that they all connect directly to the new consumer profile to which the firm wants to direct,As also make it figures from the film and music industry such as Spike Lee and the Raperos Drake, Kendrick Lamar and DJ Khaled.

This global and cultural expansion strategy accelerated at the beginning of the year with the appointment of Craig Williams as president in November 2018.The Executive, former Vice President of Coca-Cola and former president of the International Division of McDonalds, arrived with the mission of recovering the lost land with Adidas, after the German company jumped over the Jumpman in recent years.

After a year at the head of the brand, Jordan has not only reborn, but his business figure is already a threat to rivals like Puma, who have also made Athleisure his main engine of sales engine.Today the logo created from the number 23 of the Chicago Bulls is a reference for the sneakerheads and their transformation only started.