Jordan Brand definitely identified their segments correctly. Ranging from young children, stylish and fashion concious teenagers/adults, athletes that demand and require high-performance products and even the budget oriented consumers.
Air Jordan has a wide array of products that caters to its different segments. Its most popular product, the retros, is its most profitable because it captures the highest amount of segment population (stylish and fashion concious teenagers/adults) and high profit margin per shoe sold. As a sneakerhead and Jordan fan myself, this is apparent because the quality of materials used in retro releases are sub-par compared to the newer Air Jordan releases. Therefore it can be concluded that it costs Nike/Jordan Brand less to manufacture retros than newer signature releases such as the Air Jordan 2009. Also this segment is highly loyal, they are more likely to purchase more retros from Jordan Brand. I know several people that continually purchase retros throughout the year (I was one of them because I had to set my priorities). Jordan brand caters to its "athletic" segment by manufacturing and releasing high-quality signature shoes (Air Jordan 2009, Jordan CP3 III, Jordan Melo M6) that are designed for performance. The Team Jordan line are shoes that are produced for the budget oriented consumer. They are usually priced lower than the retros and the shoes from the signature line.
Air Jordans are positioned very highly in its target consumer minds. It features high-priced products that are stylish and deemed as premium. It differentiates its products from its competitors (Adidas and Reebok) through different and stylish designs and high-performance products.