The Jordan Brands target market are primarily sports fans and people between the ages 12-30. The sports fans are the die hard people who want to be exactly like Mike. They go out and not only buy the latest Air Jordan shoes but they but thee apparel to go with it, matching sweat suit. The group of 12-30 which is the brands demographic segmentation, are those who follow the latest fashion trends. They stop at nothing to get a new pair of Air Jordan's. This group is mostly Generation Y. The Jordan Brand uses retro releases to keep attracting fans back to the brand because fans love the classic Air Jordan's.
