Andrew Pace
Air Jordans are a line of basketball and sportswear shoes produced by Nike, with the first shoe designed for basketball player Michael Jordan in 1984. The Air Jordan 1 was released to the public in 1985, and the shoe line has since become a cultural phenomenon, with Jordan Brand releasing new colourways and models, including the Air Jordan 40 in 2023. The partnership between Nike and Jordan revolutionized athlete endorsements and sports marketing, with Jordan receiving points on every pair of shoes sold.
| Characteristics | Values |
|---|---|
| Brand | Nike |
| Shoe type | Basketball and sportswear shoes |
| First released | November 17, 1984 |
| First released to the public | April 1, 1985 |
| Designed by | Peter Moore, Tinker Hatfield, and Bruce Kilgore |
| Logo | Jumpman |
| Number of signature sneakers | 40 |
| Shoe model with the most recent release | Air Jordan 40 |
| Shoe model with the second most recent release | Air Jordan 39 |
| Shoe model with the third most recent release | AJ XXXI |
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What You'll Learn
Michael Jordan's deal with Nike
Jordan's agent coined the term "Air Jordan", referencing the skilled jumps Jordan was known for. The Air Jordans were released in 1985, making over $100 million in sales within the first 12 months. Nike's initial projection was a modest $3 million in sales over four years. The huge sales were almost solely due to Jordan's name, reputation, and star power. The shoes also drew attention from the NBA, which fined Jordan for not meeting the league's colour standards. Nike took advantage of this, paying the fines and creating a marketing campaign around the "banned narrative".
Nike had included four clauses in the deal to protect themselves in case Jordan did not succeed in the NBA. To keep the deal going, Jordan needed to achieve just one of the following: be named to an All-Star or All-NBA team; win Rookie of the Year; average 20 or more points per game; or sell over $4 million worth of Nike Air Jordans. Jordan achieved all four, and remained with Nike for his entire career.
Jordan's success continued until he retired in 2003, with a total of 32,292 points and a 30.12 points-per-game average—the best in league history. In 2022, Jordan Brand brought in $5.1 billion in revenue for Nike, with $150–256 million going directly to Jordan. Jordan has made over $1 billion from his deal with Nike, with annual royalties exceeding $150 million.
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The Jumpman logo
The logo was first used on the shoe's tongue of the Air Jordan 3 shoe in 1988. It was designed by Tinker Hatfield, who drew inspiration from a famous photo of Michael Jordan preparing to dunk with the basketball cocked behind his head. The photo in question was taken by Jacobus (Co) Rentmeester in 1984, before Jordan played for Team USA in the 1984 Summer Olympics. Rentmeester and Jordan recreated the pose in 1985 for a photoshoot with Nike, with Jordan wearing the 'Black Toe' Air Jordan 1 and a red and black Nike Air Jordan suit, with the Chicago skyline as his backdrop.
In 2015, Rentmeester sued Nike, claiming copyright infringement. However, the 9th U.S. Circuit Court of Appeals ruled in 2018 that Rentmeester's photo and the Jumpman silhouette are not similar. Jordan himself has stated that the logo was taken from a photoshoot and not an in-game dunk, and that he was doing a ballet move, not an actual basketball jump.
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Air Jordan 1's ban by the NBA
Air Jordans were created through a partnership between Nike and Michael Jordan, a basketball player for the Chicago Bulls. The first Air Jordan shoe was produced for Jordan during his time with the Chicago Bulls on November 17, 1984, and was released to the public on April 1, 1985.
The Air Jordan 1 was designed by Peter Moore, Tinker Hatfield, and Bruce Kilgore. The shoe was based on the Chicago Bulls' colours, red and black, with only 23% white. This violated the NBA's policy, which stated that shoes must be 51% white and consistent with the shoes worn by the player's teammates.
The NBA banned the Air Jordan 1 from games, and each time Michael Jordan wore them on the court, he was fined $5,000 (equivalent to $15,000 in 2024). Nike agreed to pay each fine, and this controversy garnered publicity for the shoe. The fines and the ban bestowed upon the Air Jordan 1 an iconic brand image, and Nike took advantage of this marketing opportunity. They released a commercial titled "Banned" in 1985, which showed a young Michael Jordan with censored blocks over his sneakers.
The shoe sold out at 50,000 pairs and generated more than $150 million in sales. The ban and the controversy surrounding it only added to the popularity of the Air Jordan 1, with Nike selling 1.5 million pairs in the first six weeks.
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Air Jordan's influence on sports marketing
Air Jordans are a line of basketball and sportswear shoes produced by Nike, Inc. The first Air Jordan shoe was produced for basketball player Michael Jordan during his time with the Chicago Bulls on November 17, 1984, and released to the public on April 1, 1985. The shoes were designed by Peter Moore, Tinker Hatfield, and Bruce Kilgore. The Jordan logo, known as the "Jumpman", is one of the most recognizable logos in the athletics industry. It originated from a photograph by Jacobus Rentmeester, taken before Jordan played for Team USA in the 1984 Summer Olympics.
Michael Jordan's partnership with Nike set the stage for athlete endorsements that have since become commonplace in the sports marketing world. Jordan's influence expanded beyond basketball and into sports marketing, athlete endorsement deals, fashion, popular culture, and the rise of sneaker culture. Jordan's impact on the basketball court also influenced hip-hop culture, with his sneaker brand becoming a staple in streetwear culture.
Nike capitalized on Jordan's star power by creating a brand that was not just about shoes but also about aspiration. The "Be Like Mike" slogan encapsulated the dream that ordinary individuals could reach their full potential by emulating Jordan's work ethic, passion, and dedication. The Air Jordan brand has transcended basketball and sports culture to become a style and lifestyle statement. With each new model, released annually, Air Jordans continued to evolve in both design and technology. The combination of innovative design, top-tier performance, and the Michael Jordan allure made each release a global event.
The Air Jordan marketing strategy's target audience goes well beyond sports fans. Basketball may have sparked its beginning, but Air Jordans have won the love of a wide group of people, including teens and adults up to their 50s. Nike's strategy to divide the market skillfully has kept the Air Jordan line popular and sought after. The Air Jordan brand continues to draw attention by reaching different groups while staying true to its core.
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Jordan Brand's expansion beyond basketball
Jordan Brand, a subsidiary of Nike, was created in 1984 when Michael Jordan signed a five-year, $2.5 million deal with the sportswear giant. The first Air Jordan shoe was produced for Jordan and released to the public on April 1, 1985. The shoe was designed by Peter Moore, Tinker Hatfield, and Bruce Kilgore. The shoe's design was based on the Chicago Bulls' team colors of red and black, which violated NBA policy. Despite this, Nike agreed to pay the $5,000 fine per game, generating controversy and publicity for the shoe. The shoe sold out 50,000 pairs and generated more than $150 million in sales.
The Jordan Brand has since expanded beyond basketball and sports to become a staple in fashion, pop culture, and hip-hop. Air Jordans have been featured in television shows, films, and music videos, with rappers and celebrities wearing them in casual settings. The brand has also collaborated with popular artists, such as Travis Scott's "Cactus Jack" collection. In addition, Jordan Brand has expanded its sports sponsorship beyond basketball, partnering with collegiate athletic programs and football teams.
Jordan Brand has also evolved its marketing strategy to focus on performance wear through its "Sport Offense" campaign, which aims to drive distinction within key sports such as running, training, and basketball. The brand is also pushing to engage younger consumers through its second global The One basketball tournament, which is open to boys and girls ages 15 to 18.
Jordan Brand continues to innovate and expand its reach, with Michael Jordan recently announcing his 40th signature sneaker, the Air Jordan 40. The brand has also signed deals with Hawks All-Star Trae Young and Spurs rookie Stephon Castle, further solidifying its presence in the world of sports and beyond.
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Frequently asked questions
Yes, Jordans were made for basketball. The Air Jordan is a line of basketball and sportswear shoes produced by Nike, Inc.
The first Air Jordan shoe was produced for basketball player Michael Jordan during his time with the Chicago Bulls.
The first Air Jordan shoe was produced on November 17, 1984, and released to the public on April 1, 1985.
The Air Jordan VI was inspired by MJ's German sports car. The shoe was the first basketball shoe to have a reinforced toe and a loop or "spoiler" on the back to help the wearer get them on and off.
The Air Jordan sneaker line greatly exceeded Nike's expectations, earning $126 million in one year.
