Feb 15, 2013, 9:10 AM EDT
It seems like another world now — like discussing Pompeii or prohibition — but there was a time when Nike was just another struggling shoe company. In 1983, Nike had revenues of less than $1 million.
In 1984, Nike signed Michael Jordan.
Today, Nike owns the basketball shoe market. Owns it. When you factor in all the Nike brands — Nike, Jordan, Converse — you are talking nearly 95 percent of the basketball shoe market. And the Jordan Brand remains the biggest seller by far.
Michael Jordan turns 50 this weekend and yet his legacy and his shoes are such that when you talk to players coming out of college about their goals in the NBA, becoming part of the Jordan Brand family still comes up a lot. I mean with most of them. Players who were in kindergarten the last time Jordan won a ring.
It’s doesn’t gotta be the shoes. It is much more than that.
All this because of a big gamble back in the 1980s where a company that needed a star bet on the guy who would go on to become the general consensus greatest player ever, and that player bet on the company’s marketing skills.
Roland Lazenby, the author of “Blood On The Horns, The Long Strange Ride of Michael Jordan’s Chicago Bulls” (which is being re-released right now by Diversion Books as an ebook edition in honor of Jordan’s birthday) and also the author of a new Jordan biography due out in the spring of 2014 (by Little, Brown), said that even MJ admits it was all fortuitous.
“As Michael told me in discussing his career, ‘Timing is everything.’” Lazenby said. “He came along at a time when Nike, a struggling company, was suddenly willing to gamble millions, far more than had ever been gambled, on an untested NBA player, giving him an unprecedented deal before he had even played an NBA game.
“Nike turned its full efforts to marketing Jordan. Then suddenly he emerged as this amazingly athletic figure, wearing a shoe that was banned by the NBA.”
People sometimes forget that part of the story. David Stern and the NBA banned the first pair of Air Jordan’s in 1985, just weeks before the start of the season, because they were completely Bulls red and black with no white on them.
There is no better marketing endorsement than having the man say, “you can’t have it.” That shoe and that moment spawned today’s sneakerhead culture.
“Nike took that circumstance and pushed it, which would have meant nothing if Jordan hadn’t played the way he played,” Lazenby said. “It was a departure from the past that showed it was also immune to the future.”
Jordan’s play was the key. It started because of his athleticism, his “jumpman” dunks that went on to become the Jordan Brand logo. He could fly, and Spike Lee was yelling “It’s gotta be the shoes.” But everything grew exponentially as Jordan started to win and win big. He became the best player in the game and owned his generation, booming the popularity of the NBA.
And booming the sales of Nike and his shoes. Because everyone wanted to “Be Like Mike.”
“As I say in my book, he became the godhead of a global sports marketing machine,” Lazenby said. “Godheads aren’t flashes in the pan. They paid Jordan so much, and his shoes sold so well that he essentially became a partner in Nike long before they officially recognized it.
“He became enmeshed in culture like no athlete before or after.”
And with him, so did Nike.
Now they are a key part of the lucrative running shoe market (they maintain more than half the market) and Nike is a global apparel brand with it’s swoosh on pretty much everything but refrigerators.
But none of that would have been possible without a big gamble on Jordan that paid off better than anyone expected.
May 24, 2015, 8:00 AM EDT
If one play can sum up a game, this was it.
May 24, 2015, 12:57 AM EDT
There’s seemingly no solving Golden State’s dominant defense
May 24, 2015, 12:07 AM EDT
Houston has played well and valiantly this postseason, but the Warriors are simply better.
May 23, 2015, 10:32 PM EDT
He did it in nine fewer games than Miller.
May 23, 2015, 9:00 PM EDT
Great stuff from the game’s best player.
May 23, 2015, 7:30 PM EDT
Ross, and the Raptors, had a disappointing season.
May 23, 2015, 6:00 PM EDT
He certainly is one of the greatest ball handlers of all time.
Lakers GM: If free agents don’t choose L.A. because of Kobe Bryant, ‘we don’t want them. You should go someplace else.’
May 23, 2015, 4:30 PM EDT
Lakers need a strong-willed star to carry them into their next era of greatness.
May 23, 2015, 3:16 PM EDT
I’d say this puts the Hawks in a difficult spot, but they already were in one.
May 23, 2015, 1:30 PM EDT
May 23, 2015, 12:08 PM EDT
The popular former Magic player would sell well to the fan base.
May 23, 2015, 11:00 AM EDT
Clean block that was unfortunately called a foul.
May 23, 2015, 9:30 AM EDT
Atlanta is already down 2-0 to Cleveland in the series, and if Korver misses any time, the Hawks are finished.
May 23, 2015, 8:00 AM EDT
He would bring a defensive mindset that he team could use.
May 23, 2015, 12:25 AM EDT
Cleveland shut down Atlanta’s offense in a dominant Game 2 performance.
May 22, 2015, 11:16 PM EDT
LeBron was great, and that was enough against a Hawks team that keeps losing guys due to injury.
May 22, 2015, 10:30 PM EDT
There’s also video of Harden doing some damage in the tunnel on the way to the locker room.
May 22, 2015, 9:30 PM EDT
Ruled a flagrant, which was probably the correct call under the circumstances.
May 22, 2015, 8:30 PM EDT
GM Mitch Kupchak: “It looks as though we’ll use our pick this year.”
May 22, 2015, 7:38 PM EDT
Irving is dealing with a knee injury.
- Warriors don’t live by 3, die by 3. They live by defense, live by defense 3
- Stephen Curry drops 40, Warriors rout Rockets by 35 to take 3-0 series lead 18
- Hawks Kyle Korver out for remainder of playoffs with high ankle sprain 14
- Report: Scott Skiles in lead to become next Orlando coach 16
- Report: Jeff Van Gundy candidate for Pelicans’ coaching job 15
- Cavs’ improved defense deserves credit for commanding 2-0 Eastern Conference Finals lead 36
- No Kyrie Irving, no problem: Cavaliers cruise to blowout Game 2 win over Hawks 24
- Kyrie Irving out for Game 2 vs. Hawks 7