The Culture Comes to Golf: Jordan Brand’s Second Eastside Golf Collaboration
Earl Cooper and Olajuwon Ajanaku at Eastside Golf Weekend dinner at STK steakhouse in Atlanta.
KEVIN ALLEN via Forbes Magazine
Jordan Brand has released its second collaboration with Eastside Golf Club. The basketball culture is the main inspiration for this drop, as well as authentic experiences. The intention behind it all is to inspire young Black professionals to see themselves involved in golf in many different ways.
With the goal to create an inclusive golf brand, break down barriers, and influence a new generation of golfers, the new collection includes a range of apparel and accessories that are perfect for those who want to look good on the green.
Via HypeBeast - Jordan Brand
We can learn many things from Jordan Brand's collaboration and transition into the golf industry. Let's look at a few things Jordan Brand did that may help you branch off into other sectors of your industry.
The first and most important step is to make sure your brand stands out. Jordan Brand's second collaboration with Eastside Golf Club included products that truly embodied the culture at hand, with basketball influences, making it easy for customers to recognize the brand within their own culture. Most importantly, it offered slick Jordan designs with a touch of golf ascents and characteristics. This feature told customers that this design was tailored for them if they wanted to either explore the game of golf or not.
Second, Jordan Brand made sure to include products that could easily transition from golf course to street. This flexibility is important as it allows customers the ability to still wear the brand's designs but also participate in other activities outside of golf. As a result, this helps draw attention and create more visibility for the product lineup and your brand.
Additionally, their goal of inspiring a new generation of golfers definitely highlighted their mission of creating an inclusive brand. In order to reach a larger and more diverse audience, it is important to make sure your company is accessible to everyone. Through their collaboration with Eastside Golf Club, they are able to provide resources such as training, free learning opportunities and even internships for those who may be interested in the golf industry but lack the necessary skills or experience.
Another lesson to take away is that collaboration is key. Partnering with Eastside Golf Club helped Jordan Brand create an even more impactful experience. They were able to tap into the resources, creativity, and knowledge of the other party involved to help achieve a successful product launch.
Via SI.com
Finally, if we look at how Jordan Brand promoted the product launch, we can see that they used a combination of celebrity endorsements and influencer marketing. Through their partners such as Justin Thomas, Chris Paul and 2 Chainz, they were able to reach new audiences and expand the visibility of their product line.
All in all, Jordan Brand’s second collaboration with East was a success and a real-time guide to brand partnerships within a category that is outside of your core target market. It is an example of how you can build a great product that can bridge the gap between two distinct markets and create something unique and powerful. With all these lessons in mind, it's important to remember to stay true to your core values and mission while also pushing yourself out of your comfort zone into different sectors. Who knows what amazing collaborations could come your way.
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The Jordan Brand Eastside Golf Collaboration is an example of how you can build a great product that can bridge the gap between two distinct markets and create something unique and powerful.
