The world of basketball shoes was quite dull prior to 1984.
The typical sports shoe or running shoe was primarily white in colour, with a few minor aesthetic upgrades like logos, more tread, or support. But with a new player and a new era of sports marketing, everything was about to change.
Phil Knight and Bill Bowerman started Blue Ribbon Sports in 1964. After the Greek Goddess of Victory, the business was renamed Nike.
Their initial running and athletic-focused shoes eventually began to cross over into sports with a broader appeal. In 1971, the enduring Nike swoosh made its debut.Nike made significant investments in improving performance-enhancing technologies, and it would remain at the forefront of this field for many years to come. The Nike Blazer was an obviously branded shoe, with the swoosh taking up the entire side of the shoe. However, form was more important than utility.
Cameras were trained on “The Iceman” and his shoes during every game he participated in. Every game turned into a Nike Blazers advertisement. Sneakers soon attracted new interest.
There is a new era.
A young talent with a bright future entered the NBA in 1984. Michael Jordan had obvious potential from his first season as a player. In order to create Jordan’s own line of sneakers, Nike took a chance on the young star and entered into a special agreement. Ironically, Jordan had never worn Adidas at that moment, but after meeting with Nike executives, he agreed to the contract.
Early in 1984, the original fake AirJordan I sneaker was created expressly for Jordan, and in late 1984, it was made available to the general public. The original shoes, with their signature red and black characteristics, were actually outlawed by the NBA because they were too colourful at a period when all footwear was required to be white.
Nike’s well-known ruse at the time involved paying the $5000 fine that Jordan was assessed each time he used the new shoes on the court. This generated press stories, which were seized on for a television commercial that emphasised the rebellious nature of the shoes.
“Nike unveiled a brand-new, ground-breaking basketball shoe on September 15. The NBA removed them from competition on October 18. Thankfully, the NBA cannot forbid you from donning them. Jordan Air. via Nike.
The initial 50,000 pairs of Air Jordans, commonly referred to as the Air Jordan I, were promptly sold out. This marketing plan, which was a prompt response to the NBA ban, turned out to be one of the greatest marketing successes of all time, generating more than $150 million in revenue.
A Special Logo
The iconic Air Jordan emblem wasn’t always what it is now; the initial version was different. It had “Air Jordan” printed above the ball and was known today as the “OG logo” or the “Wings logo.” It had a basketball with wings extending from both sides.
The third iteration of the Air Jordan would include the “Jumpman” emblem for the first time in 1987. However, it has its roots in a 1984 Olympics-related Life magazine photo shoot. The original image depicted Jordan performing a grand jete, a mid-air ballet manoeuvre that was not actually performed in his actual jumping technique. It had “Air Jordan” printed above the ball and was known today as the “OG logo” or the “Wings logo.” It had a basketball with wings extending from both sides.
The Player Becomes a Product
Michael Jordan may have been the first NBA player to link to a product as soon as he joined. The public’s desire to acquire a piece of the action increased as a result of his outstanding on-court performances and ability to “fly.” An redesigned design with fresh new features has appeared every few years. The 1988 Air Jordan III, which Jordan notably wore during the 1988 Slam Dunk competition, is said to be his favourite model among all those created over the years.
An industry was altered by what started out as a clever collaboration between a player and a brand.
Today, the Air Jordan name is attached to over 32 different shoe models, many of which have been reissued numerous times. When available, the shoes typically sell out right away and are then offered again online to sneaker aficionados.
However, it has its roots in a 1984 Olympics-related Life magazine photo shoot. The original image depicted Jordan performing a grand jete, a mid-air ballet manoeuvre that was not actually performed in his actual jumping technique. Their initial running and athletic-focused shoes eventually began to cross over into sports with a broader appeal. In 1971, the enduring Nike swoosh made its debut.Nike made significant investments in improving performance-enhancing technologies, and it would remain at the forefront of this field for many years to come. The Nike Blazer was an obviously branded shoe, with the swoosh taking up the entire side of the shoe. However, form was more important than utility.