The Jordan brand has turned to gaming to revamp its identity for a new audience.
Fortnite continues to dabble into various A-Tier collaborations, themed events and in-game items.
We’ve previously witnessed franchises like Avengers: Endgame and John Wick integrate themselves into the popular video game. However, one of its biggest, if not the biggest, brand crossovers to date has been with the Jordan brand.
As part of their new collaboration, Epic Games has launched a new “Downtown Drop LTM” world by Jordan featuring Creative artists NotNellaf and Tollmolia. It requires players to launch off massive jumps, grind down city streets and collect coins to win. A mode that very much reminds me of the mobile game Subway Surf.
The fact that another A-Tier brand is working with Fortnite isn’t anything new. This game generates millions of dollars and exposure, serving as a gold mine for many companies. But aligning with Jumpman put Fortnite in rarefied air.
Why? Because Jordan’s image has always been around exclusivity and being a game changer. Whether it was exclusive sneakers, highly touted signed athletes, the legacy itself, to be a part of the family was always a big deal.
But times are changing and so is the Jordan brand’s aura. Their target demographic is partially hardcore fans of Jordan, but the likes of Kobe Bryant and LeBron James have replaced arguably the greatest NBA player of all-time in the minds of today’s youth. Not too long ago, even Adidas surpassed the company as America’s second-biggest sports footwear retailer.
A generation has grown old and now the brand is reinserting themselves into an untapped market or business with this Fortnite collaboration, it makes complete sense. And just like the athlete-endorsed brand, Fortnite changed its respective industry in a major way, making this relationship a match made in heaven.
Game recognize game.
— Jordan (@Jumpman23) May 22, 2019
The tides have turned and Jumpman has turned to video games and esports to revamp its identify and retain Generation Z. A brand that thrived off of exclusivity is now tapping into a market that many brands are diving head first into. Truly showing the power of both not only the gaming/esports industry, but of Fortnite.
This video game is helping to remix, revamp and rethink the ways that brands integrate themselves into a growing and thriving world filled with money and attainable youth. Fortnite is not only changing the gaming industry, but it’s also changing the game period.