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Nike Jordan's Flight Club

What do you do when you're a brand like Nike Jordan that has so many loyal (obsessive?) fans that you can't do anything wrong? How do you further engage your superbrandfans and increase their desire to continue to be a part of your inner-circle clan, keeping them interested and letting them know that you feel them and appreciate their support? It's simple, raise the bar and create an exclusive VVIP experience for those extra special fans that can never get enough. Pull them into your ranks and give them the brand advocacy 'influencer' stamp of approval and let them feel special. The Nike Jordan Flight club was launched in November 2007, as explained

by SneakersFiles , the concept was a sweet twist of retro and modern "Many years ago, Air Jordan buyers could mail away for a membership to Flight Club which offered special Nike Air Jordan items. Now, Flight Club will offer pictures of upcoming releases and the opportunity to buy the Jordan XV which are online releases only." Members of Nike Jordan's online consumer community were sent an email invitation to join the exclusive Flight Club, the 'extra exclusivity' offered by this simple concept created such a spin within loyal Nike Jordan brandfans that some of the two 'free invitations' offered to members at launch (that they could pass onto two of their friends) were found on sale on E-bay. Makes you think? Just do it.

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Last Updated ( Monday, 06 October 2008 )

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