Ciara One, Two Steps Into Jordan Kids Finish Line Creative Role
By Amaka Korie
Ciara is taking on the creative direction of the Finish Line’s Nike Jordan Kids’ Fall Collection
The Jordan Brand is worth $2.9B
Grammy-award winning musician Ciara and mother of two is leveling up as a fashion maven. She is taking on the creative direction of the Finish Line’s Nike (NKE +2.05%) Jordan Kids’ Fall Collection. She will carry the vision of the brand forward by infusing her family’s style into the athleisure line for kids.
Why This Matters: Nike has consistently leveraged the power of influencer marketing. The original Michael Jordan $100 million dollar sneaker deal in 1984 has now grown into a $2.9 billion dollar brand. Ciara’s collaboration echoes the shadow of other Nike ambassadors, like Lebron James and in recent news, Zion Williamson.
Placing celebrities at the center of fashion brands like Rihanna for Puma or Beyonce’s Ivy Park Adidas relaunch, guarantees the attention of mainstream media and engagement from personal fanbases. Influencers holding roles in creative direction is not unprecedented. Earlier this year, Finish Line partnered with Migos in a marketing deal that granted them creative direction of the company's marketing campaigns.
Situational Awareness: Designers of the culture are finally getting their equity in it. Now a $1.07 billion dollar industry, the influencer market is expected to grow into a $15 billion industry by 2022 according to Business Insider Intelligence. Companies are leaning on influencers to expand their reach and foster niche audiences. Voices behind trends are shifting the frontlines of them. These lucrative deals enable brands to merge their products into pop culture and connect with consumers authentically.
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