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.
Jul 28, 2014, 7:59 PM EDT
San Antonio cites guard’s leg injury
Jul 28, 2014, 7:19 PM EDT
Mike Krzyzewski said Derrick Rose looked healthy at Tea USA training camp.
Jul 28, 2014, 6:34 PM EDT
Donald Sterling’s right to appeal restricted, a pivotal and unexpected ruling
Jul 28, 2014, 5:39 PM EDT
Williams didn’t get quite the payday he was expecting as an unrestricted free agent.
Jul 28, 2014, 5:15 PM EDT
The USA has superior athletes and should use that to their advantage.
Jul 28, 2014, 4:33 PM EDT
Derrick Rose seems to be moving and playing like the Derrick Rose of old.
Jul 28, 2014, 3:44 PM EDT
Thaddeus Young is not Kevin Love but he’d keep the Timberwolves from going into full rebuild mode.
Jul 28, 2014, 3:03 PM EDT
Wade may be looking forward to going up against LeBron, but I don’t think he’s going to like how the game ends.
Jul 28, 2014, 2:27 PM EDT
Ron Artest made a brief appearance on a rec league court in Los Angeles.
Jul 28, 2014, 1:42 PM EDT
When the game’s best player makes a uniform change, manufacturers spring into immediate action.
Jul 28, 2014, 12:56 PM EDT
LeBron said when switching to 6 four years ago that no one should wear 23 out of respect to MJ.
Jul 28, 2014, 12:07 PM EDT
Insert your own “he only jumped over Lowry” jokes, we’re not going to do that.
Jul 28, 2014, 11:23 AM EDT
Rose is expected to make the roster, but will need to shake the rust off quickly to show he’s more deserving than the other elite guards in camp.
Jul 28, 2014, 10:42 AM EDT
“The fact that I haven’t been traded yet makes me feel comfortable.” —Klay Thompson
Jul 28, 2014, 10:01 AM EDT
Because he could.
Jul 28, 2014, 9:24 AM EDT
The league won’t let it get to that point.
Jul 28, 2014, 8:45 AM EDT
Scott was historically bad at coaching defense in three seasons with the Cavaliers.
Jul 28, 2014, 8:00 AM EDT
After all the players shifts this summer, the top three teams in the power rankings remain unchanged from the last one lst year.
Jul 28, 2014, 2:04 AM EDT
Lance letting us know where his loyalties lie.
Jul 27, 2014, 10:00 PM EDT
The 2015 Slam Dunk Contest champion might have already been decided.
- Derrick Rose: “I’ve become a smarter player, but I’m mad it took me seven years to learn it.” 5
- Shelly Sterling beats Donald Sterling in court, clears sale of Clippers to Steve Ballmer 21
- Report: Timberwolves have talked to Sixers about Thaddeus Young as Kevin Love replacement 21
- All eyes on Derrick Rose as USA Basketball mini-camp begins 22
- Klay Thompson doesn’t anticipate being traded, says he expects to play with Warriors next season 7
- PBT Power Rankings: After summer shakeups, Spurs still team to beat 47
- Report: ‘No chance’ Kevin Love stays with Timberwolves 65
- LeBron announces he’ll wear No. 23 with Cavaliers 64