In '88 the Jordan III changed *everything*
We can thank it for:
• Lifestyle as a Product
• Brandless Branding
• Viral Product Launches
• Flash Sales
• Retro Aesthetic
• Non-Obvious Product Market Fit
Its why Lebron will always be #2
+it saved Nike
Heres how
1/Thread
We can thank it for:
• Lifestyle as a Product
• Brandless Branding
• Viral Product Launches
• Flash Sales
• Retro Aesthetic
• Non-Obvious Product Market Fit
Its why Lebron will always be #2
+it saved Nike
Heres how
1/Thread
2/ “the single greatest plan I’ve ever seen put together”
To start with current landscape: Lebrons Nike deal WILL earn him $1B. Its a fairly new phenomenon: athletes so culturally powerful that brands make LIFETIME deals (post-career included).
This is the “Jordan III Effect”…
To start with current landscape: Lebrons Nike deal WILL earn him $1B. Its a fairly new phenomenon: athletes so culturally powerful that brands make LIFETIME deals (post-career included).
This is the “Jordan III Effect”…
3/ “Checks over Stripes”
...But “Jordans” as we know them almost never happened...
Everyone wants a Nike deal NOW, but that was Jordan’s 3rd choice behind Converse & Adidas when he came in the league. But at $500k per year (unheard of $ at the time), Jordan gave Nike a chance.
...But “Jordans” as we know them almost never happened...
Everyone wants a Nike deal NOW, but that was Jordan’s 3rd choice behind Converse & Adidas when he came in the league. But at $500k per year (unheard of $ at the time), Jordan gave Nike a chance.
4/ “The guy was simply insanity”
Fast fwd 4 yrs…Jordan was now a star and ’87 was his breakout season
That was bad news for Nike
It was the last yr of MJs deal, a new Jordan design was due, and Nike’s VP Rob Strasser & designer Peter Moore were resigning.
Jordan wanted out
Fast fwd 4 yrs…Jordan was now a star and ’87 was his breakout season
That was bad news for Nike
It was the last yr of MJs deal, a new Jordan design was due, and Nike’s VP Rob Strasser & designer Peter Moore were resigning.
Jordan wanted out
5/ “You do it. Design Michael Jordan’s next basketball shoe”
Moore & Strasser were already planning to bring MJ to their new company + the Nike sketches were stale. Moore called a new designer named Tinker Hatfield into his office and said:“You do it”
this is the turning point
Moore & Strasser were already planning to bring MJ to their new company + the Nike sketches were stale. Moore called a new designer named Tinker Hatfield into his office and said:“You do it”
this is the turning point
6/ “I knew Michael Jordan wasn’t very happy"
Hatfield had never worked on the Jordan team + technically wasn't a sneaker designer-he was in the marketing dept. a yr before and had an architecture degree
Jordan could go anywhere he wanted.
this design was make or break for Nike
Hatfield had never worked on the Jordan team + technically wasn't a sneaker designer-he was in the marketing dept. a yr before and had an architecture degree
Jordan could go anywhere he wanted.
this design was make or break for Nike
7/ “he had a really good sense of style”
Hatfield got a plane to go see MJ next day. He knew talking to the end-user would save the deal (which today sounds obvious, but in 1987, “talking to users” didn’t exist)
He said “I don’t think Michael had ever been worked with that way”
Hatfield got a plane to go see MJ next day. He knew talking to the end-user would save the deal (which today sounds obvious, but in 1987, “talking to users” didn’t exist)
He said “I don’t think Michael had ever been worked with that way”
8/ “No one slept for days”
He came back with a plan.
Something fashion forward, a mid-top, and the two biggest differentiators which have stood the test of time: elephant print leather + the now ubiquitous Jordan Jumpman logo - the first time Nike would abandon the swoosh.
He came back with a plan.
Something fashion forward, a mid-top, and the two biggest differentiators which have stood the test of time: elephant print leather + the now ubiquitous Jordan Jumpman logo - the first time Nike would abandon the swoosh.
9/ "This, is the biggest presentation of my life”
Prototype presentation- the most important day in Nike history. Hatfield & Phil Knight flew to California to meet MJ. His parents were there…
but Jordan was on the golf course w/ Strasser & Moore who were trying to steal him.
Prototype presentation- the most important day in Nike history. Hatfield & Phil Knight flew to California to meet MJ. His parents were there…
but Jordan was on the golf course w/ Strasser & Moore who were trying to steal him.
10/ “All right, show me what you got.”
4 hours later, he showed up.
Turns out he got presented a full apparel & sneaker deal from the ex-Nike designers and their new “Sports Inc.” and MJ was ready to sign. He looked at Phil Knight and said “…show me what you got.”
4 hours later, he showed up.
Turns out he got presented a full apparel & sneaker deal from the ex-Nike designers and their new “Sports Inc.” and MJ was ready to sign. He looked at Phil Knight and said “…show me what you got.”
11/ "Michael was 𝓃𝑜𝓉 in a great mood"
Hatfield stepped in- he stood up and started asking MJ questions, making him recall all the answers he gave when Hatfield took that flight to see him.
Then he showed him the sketches of the Jordan III that matched his exact requests…
Hatfield stepped in- he stood up and started asking MJ questions, making him recall all the answers he gave when Hatfield took that flight to see him.
Then he showed him the sketches of the Jordan III that matched his exact requests…
12/ “Phil Knight thinks I helped save Nike that day”
Jordan picked up the sneaker, smiled, and stared at the Jumpman logo.
It was everything he wanted + was different from ANYTHING out. Jordan didn’t even ask questions, he just started talking about colors and release date
Jordan picked up the sneaker, smiled, and stared at the Jumpman logo.
It was everything he wanted + was different from ANYTHING out. Jordan didn’t even ask questions, he just started talking about colors and release date
13/ "he told me...take off from the free throw line. And I did it"
The sneaker released top of '88. On 2/6 Jordan cemented the shoe’s legacy in the NBA Dunk contest in Chicago, jumping from the foul-line in 1 of the greatest MJ moments of all time. A forever viral product moment
The sneaker released top of '88. On 2/6 Jordan cemented the shoe’s legacy in the NBA Dunk contest in Chicago, jumping from the foul-line in 1 of the greatest MJ moments of all time. A forever viral product moment
14/ “Nights I Perform like Mike…”
Now, 32 yrs later, the Jordan III is more popular than its ever been.
Its been in songs, movies, re-released over & over, branded by celebrities & entertainers, and worn by athletes on & off the court as an homage to Jordan
even by Lebron.
Now, 32 yrs later, the Jordan III is more popular than its ever been.
Its been in songs, movies, re-released over & over, branded by celebrities & entertainers, and worn by athletes on & off the court as an homage to Jordan
even by Lebron.
15/ “It’s gotta be the shoes”
But more importantly, it created a world where sneakers + influence live together. The lines you see in NY, the huge $ entertainers get, the product “drop” - all come from this sneaker. The reason Lebron got a $90m check, BEFORE getting drafted.
But more importantly, it created a world where sneakers + influence live together. The lines you see in NY, the huge $ entertainers get, the product “drop” - all come from this sneaker. The reason Lebron got a $90m check, BEFORE getting drafted.
16/ “I’m Michael Jordan / I play for the team I own”
Kanye & Kylie Jenner, co’s like Lululemon, Influencers of ALL kinds- all come from what MJ built off the Jordan III
It turned people into brands + schooled us on “equity” & the $ potential of an *enormous* ”lifestyle” play…
Kanye & Kylie Jenner, co’s like Lululemon, Influencers of ALL kinds- all come from what MJ built off the Jordan III
It turned people into brands + schooled us on “equity” & the $ potential of an *enormous* ”lifestyle” play…
17 / “my right-hand man”
…and it still pays dividends
Jordan stayed w/ Nike because of the Jordan III. His dad told him “stay the course” This yr, he'll make $193mm off it- 17 yrs after his last shot.
Tinker became a legend, and Jordan’s competition today is a rapper (Kanye)
…and it still pays dividends
Jordan stayed w/ Nike because of the Jordan III. His dad told him “stay the course” This yr, he'll make $193mm off it- 17 yrs after his last shot.
Tinker became a legend, and Jordan’s competition today is a rapper (Kanye)
18/ Theres more story to be told…
but this pair, game-worn on 3/10/88 (where Jordan went off for 38pts/9reb/7asts) in the season that made Jordan a brand, is a $22k IPO opening in late January LIVE in LA @OnRallyRd
More to come from the Greatest of All Time soon after... 🐐📈
but this pair, game-worn on 3/10/88 (where Jordan went off for 38pts/9reb/7asts) in the season that made Jordan a brand, is a $22k IPO opening in late January LIVE in LA @OnRallyRd
More to come from the Greatest of All Time soon after... 🐐📈
