Jumpman Sparks Class Collaboration

Jumpman football uniforms
3/23/16

The University of Michigan’s adoption of Nike’s Jordan Brand for its football team, as well as its basketball teams, provided the impetus for collaboration between SM associate professor Dr. Kathy Babiak and Dr. C. Keith Harrison of the University of Central Florida. This fall the Wolverines will be the first-ever major college football team to adopt the Jumpman logo, which is part of the Jordan Brand, inspired by basketball superstar Michael Jordan. 

Dr. Harrison was a guest speaker in Babiak’s SM 342: Strategy of Sport Organizations class last fall, and the two professors will team up to investigate, with their classes:

  • the impact of the newly adopted brand on product sales with Michigan fans;
  • how Brand Jordan’s product development caters to each demographic; and
  • measuring Brand Jordan’s success.

Dr. Harrison details plans for exploring the U-M/Jordan Brand alliance in an opinion piece in a recent issue of SportsBusiness Journal (login required).

Rumored U-M football/Jumpman designs -- some fan-generated -- have been popping up on the internet for months. Just Google “Michigan Jumpman.”

 

The image above is a collage of rumored and fan-generated uniform designs found on the web. The final design will be revealed this summer.