A new era begins
In 1984, a new player joined the NBA with a promising future. Right from his first season, Michael Jordan was a talented player who was noticed. Nike took a risk with the young athlete and signed a unique deal with Jordan to produce his own shoe line. Ironically, Jordan had always worn Adidas up to that point but was swayed by the deal after a meeting with Nike executives. The original Air Jordan I sneakers were made exclusively for Jordan in early 1984 and released to the public in late 1984. Featuring the iconic red and black colorway, the original shoes were actually admired by the NBA. banned for being too flashy at a time when all shoes were required to be white.
Nike at the time agreed to pay a $5000 fine every time MJ wore these new shoes on the field. This sparked news headlines and was capitalized into a television commercial that showed off the shoe’s rebellious side. “On September 15, Nike created a revolutionary new basketball shoe. On October 18, the NBA threw them out of the game. Luckily, the NBA can’t stop you from wearing them. Air Jordans by Nike”. The first 50,000 pairs of Air Jordans were sold out immediately. This marketing strategy – a quick response to the NBA ban – proved to be one of the greatest marketing coups of all time, generating more than $150 million in revenue.
Unique logo
The original Air Jordan logo was different from what is widely recognized today. Known as the ‘OG logo’ or ‘Wings logo’, it features a basketball with wings stretching from the sides and the word “Air Jordan” printed above the ball. The ‘Jumpman’ logo first appeared on the third iteration of the Air Jordan in 1987. However, it has its origins in a Life magazine photo shoot done in 1984 for the Olympics.
The original photo was based on Jordan performing a mid-air ballet move called a grand jete, which actually bears no resemblance to his actual dancing. Jordan explained himself in a 1997 interview: “I don’t even like that one. People thought I was. I just stood on the floor, jumped up and spread my legs and they took pictures. I don’t even run. Everyone thought I did it by running and taking off. Actually, it’s a ballet move, where I jump up and spread my legs. And I’m holding the ball with my left hand.” The original image prompted Nike to reshoot it for its 1985 sneaker release. It was first included as a photo and branding image, then incorporated into the shoe design.
Personal brands of professional athletes
Michael Jordan is probably the first player in the NBA to be associated with a product from the moment he joined. His excellence in on-field performances and ability to ‘fly’ increased fans’ desire to own a version. Every few years, an updated design with new additional features appears. The Air Jordan III, released in 1988 and famously worn by Jordan during the 1988 Slam Dunk Contest, has been reported to be Jordan’s favorite design throughout the years.
No one could have imagined that this profound partnership between a player and a brand would grow into an icon and revolutionize an industry. The Air Jordan brand today has more than 32 shoe versions, many of which have been reissued multiple times. These shoes often sell out as soon as they become available and are resold online to sneaker collectors.
Famous Air Jordan moments
Many pairs of Air Jordans that Jordan wore in matches have been auctioned or donated to charities over the years. The most famous pair of Air Jordans is the Air Jordan 12 ‘Flu Game’ worn by Jordan during the 1997 NBA Finals, during which he fell ill from food poisoning but still won the game. This pair sold for $104,000 and the design is sure to sell out immediately every time it re-releases.
Jordan also wore a pair of OG Air Jordans in his final game at Madison Square Garden in 1998. In a pre-game interview, Jordan explained that he wanted to ‘show respect and remember the the old days’ by wearing his original Air Jordan 1 ‘Chicago’ from 1985.
The Last Dance
In 2020, interest in Michael Jordan’s career returned with the release of ESPN’s 10-part documentary The Last Dance. According to ESPN, the Last Dance documentary averaged more than 5.6 million viewers per episode during its broadcast, leading to more than 13 million viewers per episode from on-demand viewing. The Last Dance shares an inside look at the behind-the-scenes story of the Chicago Bulls’ 1997/98 season. The ten-part series features thousands of hours of unreleased footage of Michael Jordan and the Chicago Bulls. Most notably, this documentary features interviews and commentary from Michael Jordan himself as well as his perspective on his basketball career.
Michael Jordan’s legacy
Since Jordan’s time, there have been many NBA players who have owned designer shoes. Some of the most famous include Lebron James, Kevin Durant, Kobe Bryant, and Steph Curry. However, no one can compare to the legacy or sales success of the Air Jordan product line. Today, these shoes have expanded beyond Jordan to include ‘Team Jordan’ athletes, who are sponsored by the brand and wear the shoes. They include 21 NBA players, as well as baseball, football and NASCAR and football athletes.
Even as a retired player, Jordan was still closely involved in the shoe selection and design process with respected designer Tinker Hatfield. With a net worth of over $2 billion, Michael Jordan still makes $130 million a year through shoe sales. Nike Air Jordan brand market share continues to increase by 17% each year. The Nike Jordan brand has a revenue of $3 billion per year.
Combining Sports and Culture
Nike has always been at the forefront of branding, and Air Jordan is one of the biggest success stories. There’s a lot to learn about how to grab the market’s attention and stand out from the crowd. With a player like Michael Jordan, his brand sets him apart just as much as his performance. For more than 30 years, Nike has shown how thinking ahead of its time and making bold moves can create great success.