Ch. 5 Developing a Global Vision

Michael Jordans is a global phenome in the game so without question the brand he built is just as popular.  Fans all around the world anticipate the release of his sneakers just as much as fans in the United States.  Once a year the Jordan Brand holds a basketball competition for the youth called "Jordan Brand Classic International Game".  The international players battle a group of New York City High School All-Stars in packed a arena in front of basketball fans and also basketball scouts.  Each year in order to pick the players the Jordan Brand invites the 40 top players from around the world for a fierce three day training camp with basketball experts.  The prospects compete for one of the 10 MVP awards and a chance to play in the "Jordan Brand Classic International Game".  The Jordan Brand is connecting with more international fans and players because people from around the world anticipate this annual game.  This annual game is The Jordan Brand's biggest global promotional tool for the company.  The game is shown global on ESPN and the arena where the game is held is transformed into everything Air Jordan.  The arena banners, and everything you can think of has the Jordan logo on it.  The most of the commercials shown during the presentation of the game are Air Jordan shoe commercials.  Players are supplied with the latest Air Jordan shoes and are not allowed to wear any other brand of shoes during the game.