Nike has been one of the biggest sneaker brands since the 1980s. Over the years, Nike has launched various designs, but one that always stands out is the Air Jordan sneakers. Even if you are not a sneakerhead, you may have seen someone with an Air Jordan in their collection.
The breakthrough collaboration between Nike and Michael Jordan was not simple. We look at how a boy from North Carolina became a pop culture hero and changed Nike's fate.
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Air Jordan sneakers: The Nike campaign with Michael Jordan that changed the sneaker world
Early 1984
1984 marked a challenging year for Nike and its basketball division struggled to keep up. While brands like Adidas and Converspearheading the sneaker market, Nike needed something that could change its trajectory. Sonny Vacarro had the then 19-year-old Michael Jordan in his mind and was confident that this partnership would revive the basketball division.
However, this collaboration was harder than Nike imagined it to be. Michael Jordan reportedly was not interested in collaborating with Nike and instead wanted to partner with Adidas. Vacarro, on the other hand, was willing to put all his eggs in one basket. He urged Phil Knight, Nike's co-founder, to put their entire marketing budget on Jordan.
Vacarro reached out to Michael Jordan's mother, Deloris. In an interview with the Guardian, Vacarro thought of his interactions that eventually led him to the deal and noted,
"She was an alpha human being."
October 26, 1984
Jordan signed a 2.5 million dollar five-year deal with Nike on October 26, 1984. The brand's creative designer, Peter Moore, was set to impress the young Jordan. Based on Jordan's requests, Moore designed the Air Jordan 1 that felt closer to the floor. Later that year, Jordan wore the black and red Air Jordan sneakers to a preseason game.
Nike received a letter from the NBA authorities stating that the red and black shoes violated league policies and incurred a $5000 fine. Nike agreed to pay the fine for each shoe.
1985
Nike banked on the controversy and advertised the Air Jordan as a new and fierce spirit of basketball, and the rest is history. The brand had made around $100 million through Jordan's sales by the end of the year, per News Temple. Nike continued to bank on Jordan's image, who went on to win six NBA championships.
Nike sent out the message that wearing the shoes while playing basketball would link it to Jordan's victories. The shoes were an instant hit and Nike launched a campaign with the message "Be Like Michael", per News Temple.
Even after Jordan's retirement, the sneakers became a fan favorite and a fashion statement that went beyond basketball games. In an iconic moment, Jordan wore his first pair of Air Jordans, the Jordan XVIII, in his final game before retirement in 2003. Although a size smaller, Jordan led his team to victory.
Many years later, Nike continues to release different models under the Jordan brand. The story of Nike revolutionizing the sneaker world is told in the movie Air, starring Ben Affleck, Matt Damon, Chris Tucker, and many more. Released last year, the movie follows how Sonny Vocarro and Nike pursue Michael Jordan to create an iconic partnership.
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