On the eve of the launch of its new “Middle East” line, Nike announced its plans to launch a limited edition range in Jordan.
This is the first time the brand has gone into details on its plans, which include a “sporting” line of running shoes, a “lifestyle” line that will feature its signature sneakers, and a “sports” line with the NikeLab name.
Jordan has long been a focus for Nike, as it has been for the past two decades, but this new partnership with the company could be a significant shift in its strategy, especially given the country’s ongoing conflict.
Jordan is one of the most violent countries in the Middle East and has suffered an economic blockade, with nearly half of the country shut down for years.
In a recent interview with the New York Times, Jordan’s Prime Minister, Abdullah Ensour, said, “If we do not take action, it’s the end of our economy.”
Jordan is currently one of Nike’s fastest growing markets and has a significant population of middle-class consumers, which Nike believes will fuel the brand’s future growth.
The brand also has ambitions to expand its footprint into the Middle Eastern market, as evidenced by its purchase of a 50 percent stake in the NikeLite brand last year.
In an interview with The Wall Street Journal, Nike’s chief brand officer of Middle East, Steve Schumacher, said the partnership with Jordan was an “important milestone in our partnership with our Middle East partners.”
Jordan’s Ministry of Culture and Tourism said in a statement that the “sportswear and lifestyle” NikeLab will be unveiled at the end “of the year,” but added that NikeLab “has a long history of innovation and a commitment to innovation, and this partnership with Nike is a reflection of that.”
Jordan also announced that Nike has acquired a 75 percent stake stake in a company called the Jordan Brand, which it hopes to merge with to form “the ultimate global brand in the Jordan brand.”
Nike has also been expanding its global presence, acquiring brands such as Adidas, Reebok, and Nike.
The Jordan Brand is set to debut in the coming months, with the brand also acquiring a new sports brand in 2018.
Jordan also said that the brand would introduce new running shoes and other footwear at the same time as it “reinforces” the “Sporting” lineup.
Nike has already announced that it is in the midst of a global partnership with Adidas, with new NikeLab shoes to be launched this year.