How The Air Jordan Changed Nike Forever.
Music by: Cabaret Nocturne – Green Karma.
It’s CULTED with your 60-second NEWS BLAST.
Nike and Michael Jordan’s partnership on the Air Jordan brand is one of the greatest sports endorsements of all time.
Forbes has estimated that Nike has paid Jordan $1.3BN since he signed his first deal in 1984, but given the impact Jordan’s collab had on the brand, it has been a bit of a bargain.
In the mid 80s, Adidas’ revenue was 50% higher than Nikes, and Converse was the brand of choice for NBA stars.
But this all changed in 1984 with Jordan’s first collab.
The first Air Jordan was initially banned from the NBA due its colourways but this didn’t stop Nike, who used it to their advantage and released an iconic commercial which said:
“the NBA threw them out of the game. Fortunately, the NBA can’t keep you from wearing them!”
The sneaker was released commercially the following year and racked up sales of over $100MN in its first 12 months. It also opened the doors for further collaboration with other NBA stars like Kobe Bryant and LeBron James.
Nike is now the biggest global sportswear brand, and Air Jordan does not seem to be slowing down any time soon.
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