Nike has been able to create a new trending form of basketball shoes under a subsidiary brand called Jordan. These shoes are focused to reach a niche market of basketball players and those living an active lifestyle.
Nike is able to involved themselves in urban culture by being prominent on social media as well as using strong PR strategies.
Nike Jordan has become the largest market share holder in the United States, with roughly 48% ownership of the market. Nike is able to customize shoes as well as offer a limited number of quantity, making certain shoes extremely rare and expensive.
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