In Part 3 of our exclusive interview with Erin Patton, the original Director of Product and Marketing for Jordan Brand tells us what he thinks about the current Retro driven trend in the footwear industry, the internal discussions within the Nike organization on Retro product, whether Jordan Brand was setup as a lifestyle-centered or performance-oriented brand at the formation of the company, and the key element to the original Jordan Brand business plan.

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In Part 2 of our in-depth interview with Erin Patton, we launch into his journey at Nike, where Patton became the first Director of Product and Marketing for Jordan Brand. He discusses the footwear design process, working with Tinker Hatfield on the Air Jordan XIII, the concept of marrying footwear and apparel divisions, spending time with Michael Jordan, the initial marketing and seeding strategies for launching Air Jordan product to the consumer, and simply, why it’s important to have friends.

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Like the conductor of an orchestra, Erin Patton has been in charge of arranging the proper beat, dynamic, and tempo for numerous brands, most notably as Nike’s lead architect in the creation of the Jordan Brand, in 1997, and directing the launch of Stephon Marbury’s Starbury brand, in 2006. Patton currently serves as Adjunct Professor of Sports Marketing in the Cox School of Business at Southern Methodist University, is the Principal of his own brand management firm, and has written a just-released book, Under the Influence: Tracing the Hip-Hop Generation’s Impact on Brands, Sports, & Pop Culture, detailing by first-hand experience the workings of the athletic footwear industry and the inner workings of a marketing mastermind.

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