The Air Jordan Retro company pursuits the Corporate Culture of individuation, which is with an distinctive feature--an anti-traditionalconcept of the enterprise image. It was created by the Nike company's founder Phil Knight. Making enterprise image and products perfect are their strategic target.

the Jordan Shoe company gathers all the assets, materials and financial resoures together to support the departments of product design and marketing, they do their best to make their product design and marketing capabilities stronger. Phil Knight emphasizes the strong development design product ability as well as the training of the marketing ability. They have become two powerful weapon of the Nike company.