Jordan Breakfast Club mixes messaging and personalization
Nike's Jordan brand hopes its latest marketing play – combining digital messaging and personalized content – will be a game-changer for young, sports-mad consumers.
The Jordan Breakfast Club launched in early September 2016. And budding sports stars signing up through their Facebook Messenger or Nike+ accounts received access to a 30-day training program designed by Alex Molden (a former NFL defensive back and now a "Jordan Master Trainer") to help prepare them for the season ahead.
"We're really focused on the high-school kid and getting them better at sport. So,...