Pete Rox

Released Retro Jordan Line to Revitalize Brand Street Credibility

I identified a critical challenge facing the brand: our street credibility had become stale, threatening our cultural relevance and connection with core consumers. The brand needed to reconnect with its heritage and the authentic voice of the sneaker community to remain competitive in a rapidly evolving market. To address this, I led the strategy to release the retro Jordans line. Rather than relying solely on internal market research or traditional data, I took a direct approach by engaging with the streets—speaking to the community, understanding what resonated with sneaker culture, and identifying which classic Jordan silhouettes would generate the most authentic excitement and demand. This grassroots insight informed our product selection and release strategy. The results were exceptional. We crushed sales targets, and the company's stock price reached an all-time high (ATH). Beyond the financial metrics, the retro Jordan releases successfully reinvigorated the brand's cultural positioning, reconnecting us with the authentic sneaker community and reestablishing our leadership in the space.