Jordan and Beer Pong

Jordan has once again marketed its brand in an entirely new and creative way.  Instead of its usual athletic, sporty, and active campaigns, Jordan is now advertising to entirely different type of athlete: a beer pong player.  I was unaware that an individual needed a pair of Air Jordans or a Jordan t-shirt to play beer pong, but after seeing this poster at Footlocker I now know that a "real" beer pong athlete does in fact need Jordan merchandise to compete competitively.  

This marketing strategy at first seems odd, but after closer review it is very clever.  The Jordan company is trying to appeal to the more unconventional athlete, not the typical athlete.  However, beer pong is a continuously growing "sport" that occurs on every college campus and at many high school parties.  I might even go as far to say that there are probably more beer pong players across the country than basketball, baseball, or football players.  Therefore, advertising to this large group of people is actually very logical.  Why not appeal to all different types of athletes.  Maybe one day Jordan will be able sponsor his own beer pong league and team.