From Beaverton to the basketball courts, we look back on the history of the Jordan Brand.
Image Courtesy of Yang Miao via Unsplash Images
While the '90s are often hailed as the era of novelty, it was the '80s that laid the groundwork for groundbreaking innovations in the sneaker industry. This was the era that marked the rise of a cultural powerhouse, the Jordan Brand.
Introduction: The Birth of a Dynasty
The ‘80s were a pivotal time for Nike, and it was in this era that a future dynasty began to take shape. This was the birth of the Jordan Brand. A transformation that would soon dominate not just basketball courts but also sneaker culture worldwide.
With a lineage spanning over 40 years, the Jordan line transcended its initial purpose as a performance shoe, evolving into a cultural symbol, a style staple, and an identity for sneakerheads everywhere.
As the brand celebrates a milestone in both on-court and off-court dominance, we’re going to reflect on how this sports brand changed the sneaker game forever.
The Rookie Who Changed Everything
Let's rewind to 1984—a pivotal year in both basketball and sneaker history. A young, dynamic Michael Jordan was making waves at the University of North Carolina, displaying a blend of athleticism and finesse that hinted at future greatness. That same year, Jordan earned College Player of the Year honors, and his draft into the NBA saw him selected third overall by the Chicago Bulls.
But Jordan wasn't the only one eyeing greatness—Nike was desperate for a signature shoe to boost its fledgling basketball division. Despite Nike's innovative potential, it was facing fierce competition from well-established brands like Adidas and Converse. Jordan was initially less than enthusiastic about Nike, but the brand was determined to sign him.
The Nike Offer That Changed Sneaker History
Initially, Michael Jordan had his eye on Adidas, but the brand turned him down, citing concerns about his height not fitting their brand's image. Converse, who had already locked down endorsements with NBA legends like Larry Bird and Magic Johnson, wasn’t particularly keen on signing a rookie either.
Nike, on the other hand, saw an opportunity. They offered Jordan a 5-year, $2.5 million deal—the most ever offered to a rookie who hadn’t yet played a game in the NBA. It was a game-changing offer, and with some persuasion from Nike's Sonny Vaccaro, former player George Raveling, his manager David Falk, and his mother Deloris, Jordan agreed to join Nike.
Image of Michael Jordan attending the Nike meeting, credit snapshot Netflix
David Falk had one stipulation during the negotiations: The sneakers would be called 'Michael Jordan' Nike disagreed, but found a middle ground. The 'Air Jordan' brand was born—merging Michael Jordan’s name with Nike’s revolutionary Air Cushioning technology.
Air Jordan 1: The Shoe That Started It All
Before the Air Jordan 1 took off in stores and on courts, Jordan wore the Nike Air Ships, which had a bold black-and-red colorway that echoed the Chicago Bulls team colors. However, Jordan didn't like the look, feeling it resembled the devil's colors. To add insult to injury, NBA regulations at the time required sneakers to be 51% white, and the Air Ships were considered non-compliant. Jordan faced a $5,000 fine each game he wore them—a penalty that only increased the sneaker's mystique.
Nike Air Ships worn by Michael Jordan in 1984
Finally, in April 1985, the Air Jordan 1 debuted at a retail price of $65. Designed by Peter Moore, it featured bold colorways like ‘Chicago’ and the iconic ‘Bred’—the shoe famously associated with the 'Banned' ad campaign. The Air Jordan 1 was a gamble for Nike, but it paid off spectacularly. With initial sales projections of $3 million over three years, the model sold over $126 million worth of shoes in its first year alone.
The Legacy of Jordan Brand
The Air Jordan 1 marked the beginning of an enduring legacy, with more than 37 flagship models to date. This includes countless colorways, collaborations, and limited-edition releases that have cemented the Jordan line as not just a sports brand but a cultural movement.
Michael Jordan's Iconic Sneaker Moments
The Shot (1989) – Air Jordan 4 'Bred' Michael Jordan’s famous 'The Shot' against the Cleveland Cavaliers in the 1989 playoffs marked a legendary moment in basketball history. Jordan wore the Air Jordan 4 'Bred', which has become one of the most revered colorways of the line.
The Flu Game (1997) – Air Jordan 12 'Flu Game' One of MJ’s most iconic performances came during Game 5 of the 1997 NBA Finals when he played through illness to lead the Bulls to victory. His battle was immortalized with the Air Jordan 12 'Flu Game', a sneaker forever linked to one of his greatest performances.
The Dunk Contest (1987) – Air Jordan 2 'Chicago' In the 1987 Dunk Contest, Jordan wore the Air Jordan 2 'Chicago', which marked his continued evolution as a player and as a style icon. His perfect 50-point dunk remains etched in the memories of fans everywhere.
The Double Nickel (1995) – Air Jordan 10 'Chicago' On March 28, 1995, Jordan returned from his first retirement to score a remarkable 55 points against the New York Knicks while wearing the Air Jordan 10 'Chicago', proving he had lost none of his competitive edge.
The Last Shot (1998) – Air Jordan 14 'Last Shot' In Game 6 of the 1998 NBA Finals, Jordan sealed his sixth and final championship with the Chicago Bulls, sinking the game-winning shot in the Air Jordan 14 'Last Shot'. It was the perfect farewell to an era of dominance.
The First Championship (1991) – Air Jordan 6 'Black Infrared' Jordan's first NBA championship win in 1991 was highlighted by his incredible performance in the Air Jordan 6 'Black Infrared'.The sneakers became iconic as they symbolized the beginning of Jordan's reign as the NBA's undisputed king.
The 63-Point Game (1986) – Air Jordan 1 'Bred' On April 20, 1986, Jordan scored a record-breaking 63 points against the Boston Celtics in the playoffs while wearing the Air Jordan 1 'Bred'. This game would forever link Jordan's explosive scoring ability with the first-ever Air Jordan.
Bottom Line:
From its humble beginnings with the Air Jordan 1 to the powerhouse it is today, the Jordan Brand has not only revolutionized the sneaker industry but also reshaped culture itself. Michael Jordan’s impact transcends basketball, influencing music, fashion, and lifestyle, making the Air Jordan a symbol of excellence, determination, and innovation.
As we look back on the journey from Beaverton to global domination, one thing is clear: the legacy of the Jordan Brand is far from over. With each new release and collaboration, it continues to push boundaries, inspiring future generations to dream big, both on and off the court.
Check out the History of the Air Jordan 1 High OG ‘Chicago’
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