Jordan Brand presents the offers dedicated to the SS18 and tells the new commitment to the female public

Jordan Brand has transformed a recent press event for the presentation of its SS18 into the perfect opportunity to recount the new commitment to the female public.

So we find out from the words of Larry Miller, president of the Nike section, that the opening to this new market is the adventure that has proved most exciting for the company and that a team mainly made up of women, like the model and influencer Aleali May or WNBA player Maya Moore worked on the creations for the spring-summer season.

The launch, a few weeks ago, of the "Season of Her" collection, 10 different pastel colors of Jordan 1, is just the first example of a product specifically designed for female customers. The next will be an Air Jordan VIII "Valentines day" completely in red suede leather made special by the inscription "loves me, does not love me" and from a packaging with rose petals of paper, which will be released on February 9th at the price of $ 190 and a sneaker in collaboration with Off-White that will arrive in stores on February 27th for $ 160. In the company now, "the product is queen" and is designed taking into account three different consumer needs: sport, street style and fashion.The sports customer looks for the best performance on the market, the street customer wants similar pieces to Jordan OG and the fashionista wants to be ahead of the catwalk trends.

At the end of the event, someone asks why Jordan Brand has waited so long to concentrate on the female world and Miller answers:

"We tried it before, but we just weren't ready. We didn't have the proper distribution for it; we didn't have the proper design talent. Now I feel like we can do it and do it right. We have the resources and be ability and the focus to do it the rightway".