Helena Frye
Michael Jordan is one of the most marketed sports figures in history. He has been a major spokesman for brands like Nike, for whom he signed a five-year, $2.5 million deal in 1984, and his own Jordan Brand, which has reached beyond basketball into sports, entertainment, streetwear culture, fashion, and lifestyle. However, Jordan has also been criticised for his business practices, with several black activists accusing him of not doing enough for the black community and even making shoes that are too expensive for most black youths. In 1990, Jordan was confronted by a senior writer from Sports Illustrated about the murder of a 15-year-old Black boy named Michael Eugene Thomas, who was killed for his Air Jordans. Jordan was also blamed by New York Post columnist Phil Mushnick for a wave of inner-city sneaker killings.
| Characteristics | Values |
|---|---|
| Number of people who died over Michael Jordan's basketball shoes | 1 (Michael Eugene Thomas) |
| Date of death | 1989 |
| Age | 15 |
| Location | Anne Arundel, Maryland |
| Cause of death | Strangled, face down in a puddle |
| Perpetrator | 17-year-old James David Martin |
| Shoe type | Air Jordans |
| Shoe price | $115.50 |
| Michael Jordan's response | "I'm sad, but it's just not a problem that I could fix" |
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What You'll Learn
Michael Jordan's response to kids dying over his shoes
> I make shoes for white suburban kids, not poor black kids. That would be like opening a restaurant for people without stomachs.
In December 2014, several websites published articles claiming that Jordan cared more about profits than the people who buy his shoes. One such article quoted Jordan as saying,
> I signed up for a check. Not to save lives. [...] Kids dying over his sneakers is not my problem. I'm here to sell shoes and receive a check, because that's all I signed up for. I mean I'm sad, but it's just not a problem that I could fix. They want to buy my shoes, not hear me talk.
However, it is important to note that the articles mentioned above were later revealed to be works of fiction by fact-checking websites like Snopes.com.
In 1990, Sports Illustrated senior writer Rick Telander approached Jordan and told him about the murder of a 15-year-old Black boy, Michael Eugene Thomas, who was killed for his Air Jordans. Jordan was visibly saddened by the news and struggled to process the heinous crime.
While Jordan has not directly addressed the issue of kids dying over his shoes, he has faced criticism for his business practices. After the release of Air Jordan XI Concords caused a wave of violence in the United States in 2011, ESPN penned an editorial condemning Jordan and Nike for hyping their shoes and releasing them in limited quantities. Despite these controversies, Jordan's partnership with Nike transformed both parties into two of the most popular sports brands in the world, with Jordan becoming a global cultural phenomenon.
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Nike's limited releases of Jordan XIs
Nike and Michael Jordan have had a symbiotic relationship since 1984, when Nike created the Air Jordan brand. Jordan's first sneaker contract with Nike was a five-year, $2.5 million deal, which he signed in 1984. This contract redefined how brands signed individual athletes and celebrities to shoe deals.
Nike releases Jordan XIs, arguably Jordan's most sought-after shoe, only once a year and in extremely limited quantities. This marketing strategy has been criticized for encouraging customers to go to extreme lengths to obtain the shoes. In 2011, the release of Air Jordan XI Concords caused a rash of violence around the United States. Several black activists have accused Michael Jordan and Nike of not doing enough for the black community, claiming that their shoes are too expensive for most black youths.
In 2024, Jordan Brand celebrated the 25th anniversary of the Air Jordan XI with a special release. The new shoe was inspired by Back to the Future II and featured light-up panels and auto-lacing controlled via a companion app. The "Adapt" version of the anniversary shoe, named after the Nike technology that powers it, retailed for $500. The "Jubilees" version, which lacked the high-tech features, was more affordable at $220.
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Michael Jordan's influence on Black youth
However, others argue that Jordan has had a positive influence on Black youth in different ways. Jordan was the first Black athlete in America to achieve universal admiration, with a substantial following among white fans. While he chose to remain silent on racial issues during his playing career, some interpret this as a form of independence and self-empowerment. Jordan believed in the power of the individual and doing things his own way, which may have inspired others to pursue their goals and achieve success.
In recent years, Jordan has used his wealth and influence to contribute to Black causes and the fight against racism. He has empowered minority business leaders and created opportunities for other minorities through his business ventures. Jordan became the first Black majority owner of an NBA team, serving as an example of economic leadership and creating diverse staffing opportunities.
The debate around Jordan's influence on Black youth is complex. While some criticise his initial silence on racial issues, others argue that he has positively impacted Black youth through his business achievements and contributions to Black economic empowerment. Ultimately, Jordan's influence on Black youth may be interpreted in various ways, and his legacy continues to be a subject of discussion and analysis.
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Inner-city sneaker killings
In 1990, Sports Illustrated senior writer Rick Telander approached Michael Jordan to talk about the murder of 15-year-old Michael Eugene Thomas, who was killed for his Air Jordans. This incident, and the subsequent media coverage, thrust Jordan into the debate over "sneaker murders" and "sneaker killings", with several columnists and black activists accusing him and Nike of not doing enough for the black community and encouraging violent lifestyles by directing advertising campaigns toward black urban teens.
In the 1980s, Nike made a big deal out of the fact that it only released the Jordan XIs once a year and in extremely limited supply, leading to people doing whatever they had to do to get their hands on the shoes. In 2011, the release of Air Jordan XI Concords caused a rash of violence around the United States.
In response to the controversy, Jordan said:
> I mean I'm sad, but it's just not a problem that I could fix... They want to buy my shoes. Not hear me talk.
In an interview with Telander, Jordan also said:
> I thought I’d be helping out others and everything would be positive... I thought people would try to emulate the good things I do. They’d try to achieve to be better. Nothing bad.
In 2015, Complex published an article reflecting on the 25 years since the infamous Sports Illustrated cover, asking if killing over sneakers was ever an epidemic and if it still was.
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Michael Jordan's impact on the sneaker industry
The Air Jordan 1 was a high-top basketball shoe with bold colors and the distinctive Nike swoosh. It was unlike anything that had come before it and was banned by the NBA for not meeting uniform standards. However, Jordan continued to wear the shoe, and Nike used the ban as a marketing tool, positioning the shoe as rebellious and anti-establishment. This strategy resonated with people, and the Air Jordan 1 became an instant success, transcending the game of basketball and influencing hip-hop and streetwear culture.
The annual release of new Air Jordan models was eagerly anticipated, with people lining up for hours and even camping out overnight to buy the latest pair. The limited supply of the highly sought-after Jordan XIs further fueled demand and led to a rash of violence around the United States, with some people resorting to extreme measures to get their hands on the latest release. Unfortunately, this resulted in several deaths, bringing Jordan's business practices into question and sparking debates about his influence on black youth and the nation's racial divide.
Despite the controversies, the Air Jordans solidified their place in sneaker history and continue to be a cultural phenomenon, a symbol of excellence, and a testament to Jordan's enduring legacy. The innovative designs, limited-edition releases, and the indomitable spirit associated with the shoes have inspired countless designers and brands, shaping the way other companies approach sneaker design, marketing, and promotion.
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Frequently asked questions
It is unclear how many people have died over Michael Jordan's basketball shoes, but there have been several instances of violence and deaths associated with the shoes.
Michael Jordan has been criticised for his business practices and the high prices of his shoes, which have been linked to instances of violence and deaths.
Nike, which created the Air Jordan brand in 1984, has been accused of hyping the shoes and releasing them in limited quantities, contributing to a sense of scarcity and potentially encouraging reckless behaviour.
Michael Jordan has stated that he is saddened by the deaths but does not believe it is his problem to fix. He has also said that he creates shoes for white suburban kids and not poor black kids.
The controversy has sparked debates about Michael Jordan's influence on black youth and his role in addressing racial issues. Despite the criticism, Jordan remains one of the most popular sports brands in the world, with a global reach beyond just basketball.
