mahara bits

The brand's broad target audience is the young urban millennial generation (Retro models sell more that new models) as they grew up when Michael Jordan was the news of the Nation Basketball league (NBAcom 2013)

Fashion enthusiasts are one of two main targets. The shoes sell at a premium prize with low quantity production making them a must have for those keeping up with trend. A small percentage of the urban fashion conscious que up in long ques to buy the shoes so they can resale them online or keep them as the retro models are a collector's must have. 

Young athletes make up the other half as they aspire to have a similar impact like Jordan had on the NBA. Subconsciously young athlete think that the shoes had a significant impact in his performances. The media influence also plays a part for example the ‘Space Jump’ 11 shoes are seen adored by the looney tunes in the movie ‘Space jam’

Also in the movie ‘Like Mike’ the significance of shoes is enforced when a young basketball player with average skills becomes an NBA star over night when he wears a pair of shoes believed to have been worn by Michael Jordan himself.

Perception created from the media influence and sole impact of Jordan in the NBA makes consumers feel to have acquired enhanced air attributes reflected in Jordan's prime. Athletes outside the basketball sport would purchase brand products because the brand is driven by athlete attributes like hard work.