This is a great example of how to generate effective buzz. Nike will launch its Air Jordan XX3 shoe to the general public by mid-February, and these are some highlights of their effective PR campaign:

For this, the 23rd version of the Air Jordan (the shoe endorsed by the former Chicago Bull’s #23 star) a collectors version will go on sale today, in only 23 stores nationwide, each of which will only have 23 pairs to sell at a price of $23 x 10 = $230 per pair (the only thing I don’t understand is why they didn’t pick January 23 instead of today, the 25th, but hey, they didn’t ask me .

The Air Jordan is a powerful sub-brand with a great story, and by making all the key elements of the PR campaign revolve around the number 23, Nike is making it very easy for people to remember and share the story. (A remarkable product wrapped by a message that’s easy to spread. Seth Godin would be proud).

By limiting the amount of pairs available to only 23 per store a feeding frenzy was bound to happen, and with it the icing on the cake: plenty of traditional media coverage.

We can’t all be like Mike (or like Nike, for that matter), but we can sure learn some valuable tips from these marketing and PR pros.

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