Helena Frye
Several shoes have been banned by the NBA over the years, with the most famous example being the Air Jordan 1, which was banned in 1984 due to its black and red colourway, violating the league's uniform rules. Nike capitalised on the controversy, creating a commercial titled Banned in 1985, and the Air Jordan 1 became one of the most famous shoes in sneakerhead culture. In more recent times, the NBA banned the APL Concept 1 shoe in the 2010-2011 season due to its Load 'N Launch technology, which provided wearers with an undue competitive advantage by increasing their vertical jump.
| Characteristics | Values |
|---|---|
| Brand | APL (Athletic Propulsion Labs) |
| Shoe Model | Concept 1 |
| Founders | Adam and Ryan Goldston |
| Year Banned | 2010 |
| Reason for Ban | "Load N'Launch" system allowed wearers to jump higher |
| Impact of Ban | APL sold 9 months' worth of inventory in 3 days |
| Other Shoes Banned | Air Jordan 1 |
| Reason for Air Jordan 1 Ban | Broke the NBA's uniform rules due to the shoe's colors, red and black |
| Impact of Air Jordan 1 Ban | Nike capitalized on the controversy, creating a marketing campaign that helped sell the shoe |
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What You'll Learn
- Michael Jordan's Air Jordan 1 shoes were banned by the NBA in 1984
- The ban was due to the shoes' red and black colours, which broke the NBA's uniform rules
- Nike turned the ban into a marketing campaign, selling 1.5 million pairs in 6 weeks
- APL Concept 1 shoes were banned in 2010 for providing an undue competitive advantage
- The APL Concept 1's Load N'Launch system allowed wearers to jump higher
Michael Jordan's Air Jordan 1 shoes were banned by the NBA in 1984
The NBA's decision to ban the shoes was not without controversy. The league fined Jordan $5,000 every time he wore the Air Jordan 1s during a game. This sparked widespread interest in the shoes among sneaker enthusiasts, and Nike capitalised on this by releasing a commercial in 1985 titled "Banned", which featured a young Michael Jordan with censored blocks over his sneakers.
The Air Jordan 1s were eventually approved by the NBA, and they went on to become one of the most popular shoes in the league, with Jordan's signature shoe line evolving into a billion-dollar business. The controversy surrounding the initial ban even helped propel the Jordan brand to new heights, as it generated immense publicity and intrigue around the shoes.
It is worth noting that some sources claim that while Jordan did wear banned sneakers, they were not the Air Jordan 1s but rather a pair of Nike Air Ships, which featured similar designs and colour blocking. This adds a layer of legend to the story, as the exact shoes that Jordan wore during that time remain a subject of debate among sneaker enthusiasts and basketball fans.
Regardless of the exact model, the impact of the ban and the subsequent popularity of the Air Jordan 1s cannot be overstated. The shoes have become a cultural icon, with their influence extending far beyond the basketball court and into the realm of fashion and streetwear.
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The ban was due to the shoes' red and black colours, which broke the NBA's uniform rules
The Air Jordan 1, Michael Jordan's first signature shoe, was banned by the NBA in 1984 due to its black and red colourway, which broke the league's uniform rules. The NBA issued a fine of $5,000 for each time Jordan wore the shoes, which Nike paid, and even sent a letter to Nike stating that the black-and-red shoes were prohibited.
Nike capitalised on the controversy, releasing a commercial titled "Banned" in 1985, which featured a young Michael Jordan with censored blocks over his sneakers. The voiceover stated: "On September 15th, Nike created a revolutionary new basketball shoe. On October 18th, the NBA threw them out of the game. Fortunately, the NBA can’t keep you from wearing them. Air Jordans, from Nike.”. This marketing strategy paid off, with Nike selling 1.5 million pairs in the first six weeks alone, far exceeding their initial goal of 100,000 pairs in the first year.
The Air Jordan 1 was not the only shoe to be banned by the NBA. In 2010, the APL Concept 1, created by Athletic Propulsion Labs, was banned due to its Load N' Launch technology, which was found to provide wearers with an "undue competitive advantage" by increasing their vertical jump. This ban was later lifted in 2011, and APL was able to sell nine months' worth of inventory in just three days following the publicity.
While the NBA has imposed bans on certain shoes, it is important to note that they also allow for exceptions in certain cases. For instance, a player is permitted to wear a Band-Aid for healthcare purposes, as long as it does not have any names or identifications on it. This rule balances the need for uniform standards while also accommodating the players' health and safety requirements.
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Nike turned the ban into a marketing campaign, selling 1.5 million pairs in 6 weeks
In 1984, the NBA fined Michael Jordan $5,000 every time he wore his first signature shoe, the Air Jordan 1. The shoe's black and red colours broke the NBA's uniform rules. The NBA wrote a letter to Nike in February 1985, stating that the black-and-red shoes were prohibited. Nike turned this controversy into a marketing campaign, with a commercial titled "Banned". The commercial featured a young Michael Jordan bouncing a ball, with the camera panning down to his sneakers, which were covered by censored blocks. The voice-over said: "On September 15th, Nike created a revolutionary new basketball shoe. On October 18th, the NBA threw them out of the game. Fortunately, the NBA can’t keep you from wearing them. Air Jordans, from Nike.”
Nike's marketing campaign was a huge success, with the Air Jordan 1 becoming one of the most famous shoes in sneakerhead culture. The shoe's reputation as a "banned" item drove its popularity, with fans queuing up for releases and driving up resale values. Celebrities such as LL Cool J, Ice T, and Eazy E were seen wearing the shoes, and they were even featured on television shows like The Fresh Prince of Bell Air. Spike Lee directed every Air Jordan commercial, with his "It’s gotta be the shoes" catchphrase further propelling the shoe's popularity.
Nike's campaign also benefited from the popularity of Michael Jordan himself. Jordan was a highly marketable athlete, with sponsorships from companies like McDonald's and Wilson Sporting Goods even during his rookie year. Nike's deal with Jordan was significant, offering him a five-year, $2.5 million contract, as well as royalties on every sale of the Air Jordan 1. This deal set a precedent for athlete endorsements, with Jordan receiving a direct financial stake in the shoe's success.
The success of the Air Jordan 1 can be quantified by its sales figures. Nike had initially expected to sell 100,000 pairs of the shoe in its first year. However, due to the "banned" controversy and effective marketing, they sold 1.5 million pairs in the first six weeks alone. This rapid sales pace continued, generating $19 billion in revenue for Nike in the past five years alone. The Air Jordan brand has since spawned 38 flagship models, solidifying its place as a cornerstone of the sneaker industry.
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APL Concept 1 shoes were banned in 2010 for providing an undue competitive advantage
The APL Concept 1 shoe was banned by the NBA in 2010 for providing wearers with an "undue competitive advantage". The shoe was found to increase the vertical jump of its wearers by 3 to 3.5 inches. This was achieved through the Load 'N Launch technology, which features a compression spring-based system with large and small springs stored inside EVA foam. When an athlete jumps, the compression on the shoes before leaving the ground results in the compression of the springs, which are then released as the athlete becomes airborne, increasing the vertical leap.
The NBA's decision to ban the APL Concept 1 shoes was based on its rule prohibiting any equipment that provides an unfair advantage to players. The ban was a significant moment in the league's history, as it was the first time a shoe had been banned for performance reasons.
The ban was a challenge for the creators of the APL Concept 1, Ryan and Adam Goldston, who were former basketball players themselves. They had to navigate the challenge of their product being prohibited in the sport it was designed for. However, the Goldston brothers leveraged the situation to their advantage, turning the ban into a marketing opportunity. They sold nine months' worth of inventory in just three days and gained valuable publicity.
The APL Concept 1 ban highlights the delicate balance between innovation and fairness in sports. While the shoes offered a technological edge, the NBA's decision maintained a level playing field for all athletes, ensuring that performance enhancements came from skill, training, and hard work rather than external factors.
The APL Concept 1 ban also underscores the influence of footwear in the NBA. Shoes in the league are not just about fashion or comfort but have become a pivotal piece of equipment that can significantly impact athletic performance. This influence extends beyond the court, as the NBA's decision to ban certain shoes can have a notable impact on the footwear industry and popular culture, as seen with the Air Jordan 1 shoe ban in the 1980s.
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The APL Concept 1's Load N'Launch system allowed wearers to jump higher
The APL Concept 1 basketball shoe was the first to feature Athletic Propulsion Labs' "Load N' Launch" technology. The shoes were banned by the NBA for performance reasons, as they were said to provide "an undue competitive advantage" to players who wore them. The Load N' Launch system is a compression spring-based mechanism that allows the wearer to jump higher. It consists of a top plate and a bottom plate, with six large springs and three smaller springs housed within EVA foam. When a wearer jumps, the compression on the shoes before take-off compresses the springs, and when the wearer leaves the ground, the stored compression is released, resulting in an increased vertical leap.
The shoes were developed by twin brothers Adam and Ryan Goldston, former basketball players at the University of Southern California. The pair struggled to compete with their peers due to their height, so they turned to technology to improve their athletic performance. The shoes were banned during the 2010-2011 NBA season when the Boston Celtics wanted to use them during their playoff run. The ban was a huge marketing success for APL, allowing the company to sell nine months' worth of inventory in just three days. APL has since released two successors to the Concept 1: the Concept 2 and the Concept 3.
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Frequently asked questions
The NBA banned the APL Concept 1 basketball shoes in 2010, as they provided wearers with an "undue competitive advantage". The "Load N'Launch" system is a compression spring-based system that allows the wearer to jump higher.
The Air Jordan 1 was banned by the NBA in 1984 due to its black and red colours, which broke the NBA's uniform rules.
The NBA has banned a range of items, from gold chains to shoes that increase an athlete's speed. Tattoos of commercial logos have also been banned, as well as band-aids with names or identifications on them.
