Jordan Brand’s Founding Father Remembers Nike’s Bold Gamble on Michael Jordan Four Decades Ago
The Unexpected Legend of Air Jordans
It’s funny how some things come together almost by chance. Remember when Nike was just another sneaker brand trying to make a name for itself? Sneakerheads today might find it hard to believe that their beloved Air Jordans could have never existed. Forty years ago, the first Air Jordan – that iconic black and red masterpiece – hit the shelves for $65. Not a small amount back then, but looking at the phenomenon it has become, it seems almost… quaint.
Back in 1984, a young Michael Jordan was reluctant about meeting Nike. Howard White, a Nike veteran and crucial player in launching the Jordan Brand, was in the room when Jordan, fresh in the NBA, was coaxed by his parents to hear Nike out in Beaverton, Oregon. The stakes? High, especially for a relatively unknown sneaker company offering an unheard-of $2.5 million. Can you imagine? Triple what anyone else was getting. But then, Jordan accepted. The birth of a legend.
Jordan not only donned the shoes but led the Chicago Bulls to a stunning six championships. Nike hoped for a modest $3 million return over four years, but sales hit a jaw-dropping $126 million in the first year alone. Maybe it was Jordan’s gravity-defying dunks or his perfect-score slam dunk at the 1988 NBA All-Star Slam Dunk Contest – the moment he truly became “Air Jordan.” You can check out the details of his dunk here.
The marketing for Air Jordans was ahead of its time, weaving its way into culture like few before. It’s as if Nike had a playbook, one they won’t share but let us glimpse through its success. Now, the Jordan Brand is a powerhouse, raking in $7 billion annually, with new designs every year – and the “Jordan 40” is just around the corner, though it’s all top secret. Curious, isn’t it?
Even now, Jordan remains hands-on with the brand. He’s trusted, yet involved – having opinions, seeing things through his unique lens. Meanwhile, Sean Williams of SOLEcial Studies CommUNITY Academy in Brooklyn sees sneakers as wearable art. For him, each pair tells a story, adding depth and connecting buyers to something bigger than themselves.
The Air Jordan story? It’s not just about a shoe. It’s about belief and self-empowerment. Howard White, still in touch with Jordan, often reminds him of this. A simple pair of shoes can change perceptions, making people believe more in themselves. And that – that’s what the Jordan Brand is truly about.
If you’re curious, here’s more about the Chicago Bulls’ championships and their incredible journey.
