In a fashion market as unique and innovative as our own, where new labels and designers appear each day and international names flood our boutiques, how does a once comfortable, South African household brand resurrect itself after years of silence?
With confidence and security in its worth and an advertising company that believes in the brand: The new Jordan Shoe campaign, launched in the middle of last year, is a perfect example of such a feat and Y&R Cape Town is proud to be associated with campaign.
For the last 105 years, there has been a pair of Jordan shoes in almost every South African man's cupboard - If a man wore shoes, chances were, they were Jordans.
Jordan was known to produce stylish, affordable shoes and remembered for its commercial jingle: "These are those Jordan shoes".
But with the floodgates open to international brands and the development of Jordan subsidiaries such as Bronx, Anton Fabi, Olympic, Formula One, Asics and Onitsuka Tiger, the original Jordan brand, the South African staple, stepped out of the spotlight.
The fresh Jordan product, with its bold advertising campaign, has surprised everyone, says Gerrie Heyneke from Y&R Cape Town: "Instead of portraying complicated and irrelevant lifestyle shots to an audience who largely wouldn't remember its personality, they trade quietly, secure on the weight of their name, coupled with huge shots of their new and trendy, but still high quality products.
"Their controversial stance is not to send messages of rebellion or exclusivity, but rather to do what no one's done before, let alone a once market leader. The shoe is their concept."
Displayed on beautifully designed wallpaper relevant to the shape, function and style of the corresponding product, their message is simple and direct: We offer great shoes.
Their use of outdoor media in particular has got sleepy travelers asking themselves, "Could it be? Are these those Jordan shoes?"
"It becomes clear then, that far from out of the loop, this brand has known instinctively what others are just beginning to discover: That quality never goes out of style," Heyneke says.
Make space in your cupboard. The Jordan shoe is back.
