The Meaning of Air Jordan Sneakers for Air Jordan Sneakers Users in Indonesia

Air Jordan is a sneaker made by Nike for Michael Jordan in the 1984. Air Jordan was first made as a basketball shoe and was worn by Michael Jordan in his matches. Currently, Air Jordan has become a fashion trend where these sneakers are worn by people daily, from children to adults. Based on this phenomenon, the researchers wanted to see what meaning actually contained in the Air Jordan sneakers for the Air Jordan sneakers users and how Air Jordan sneakers users understood themselves when wearing Air Jordan’s. This research will be reviewed using phenomenological theory and the theory of Elaboration Likelihood Method. The research method used is a qualitative method, with data collection techniques through in-depth interviews with five informants who are members of the Air Jordan Indonesia community. The results of the study show that in a noema, Air Jordan is a sneaker that has a colourway and a model that is favoured by the public. Noeically, Air Jordan has historical, investment, and social value for its users. In addition, Air Jordan also makes its users feel more confident, cool, and youthful. Therefore, it can be concluded that Air Jordan has its own meaning for its users.