Founding father of the Jordan Brand recalls Nike “having the guts” to bet big on Michael Jordan 40 years ago

For decades, “Sneakerheads” have been flocking to get their hands on Nike’s Air Jordans, the most iconic basketball shoe in history. The first Air Jordan shoe, featuring the classic black and red design with the Nike swoosh, was released to the public 40 years ago for $65. This shoe not only revolutionized the sneaker industry but almost didn’t come to fruition.

The Game-Changing Sneaker

Howard White, a Nike veteran and key figure in the creation of the Jordan Brand, vividly recalls the pivotal moment in 1984 when NBA rookie Michael Jordan, accompanied by his parents, met with Nike in Beaverton, Oregon. The offer on the table was unprecedented: $2.5 million for Jordan to wear their shoes, triple the amount any other player in the league was making at the time. Jordan took the deal, leading the Chicago Bulls to six championships while sporting his eponymous shoe brand.

Nike’s initial goal was to net $3 million over four years with the Air Jordan, but they exceeded expectations by selling $126 million in the first year alone. Jordan’s gravity-defying moves on the court, particularly his legendary dunks, solidified his nickname “Air Jordan” and propelled the shoe to monumental success.

Jordan’s Ongoing Influence

The marketing strategy behind the Air Jordan was groundbreaking, engaging with the cultural conversation like never before. Jason Mayden, chief design officer for the Jordan Brand, emphasizes the brand’s ethos of connectivity and visionary design. With Jordan’s continued involvement, the Jordan Brand generates a staggering $7 billion annually for Nike, releasing a new design every year for the past four decades.

Looking ahead, the highly anticipated “Jordan 40” remains shrouded in secrecy as the brand continues to innovate and push boundaries. Jordan’s enduring involvement in the brand underscores his integral role in shaping its trajectory.

Bigger than Basketball

Sean Williams, founder of the SOLEcial Studies CommUNITY Academy, highlights the transformative power of sneakers as wearable art. With over 40,000 pairs collected since the inception of Air Jordans, Williams views sneakers as a medium for storytelling and self-expression.

For the Jordan Brand, Air Jordans transcend basketball, symbolizing empowerment and self-belief. Howard White emphasizes that the success of the Air Jordan brand lies in its ability to inspire individuals to believe in themselves and harness their inner strength.