The Jordan brand does $4.7B in revenue per year.
But did you know the sneaker empire was entirely built off of a lie?
Here's the crazy story
But did you know the sneaker empire was entirely built off of a lie?
Here's the crazy story
1/ In the 1984 NBA Draft, Michael Jordan was the #2 selection of the Chicago Bulls.
He had just won the award for being the National Player of the Year in his final year at the University of North Carolina.
He had just won the award for being the National Player of the Year in his final year at the University of North Carolina.
2/ After the draft it was time to sign a shoe contract.
Jordan wanted to sign with Adidas. He loved the 3 stripes and how influential they were in the culture.
But Adidas wasn't really looking at MJ.
So he had 2 choices. Converse or Nike.
Jordan wanted to sign with Adidas. He loved the 3 stripes and how influential they were in the culture.
But Adidas wasn't really looking at MJ.
So he had 2 choices. Converse or Nike.
3/ At the time, Converse was the big brand.
Converse had Larry Bird, Magic Johnson, and Isiah Thomas all on their roster.
Nike had Moses Malone but not many marquee stars. And Nike was determined to change that.
Converse had Larry Bird, Magic Johnson, and Isiah Thomas all on their roster.
Nike had Moses Malone but not many marquee stars. And Nike was determined to change that.
4/ Jordan was so disinterested in Nike, he didn't want to take the meeting.
His Agent David Falk tried his best to convince MJ but his mind was set.
No Nike.
Legend has it, his mom made him go and hear what Nike had to say.
His Agent David Falk tried his best to convince MJ but his mind was set.
No Nike.
Legend has it, his mom made him go and hear what Nike had to say.
5/ Nike blew Jordan away.
They created an entire line centered around MJ.
His own sneaker. His own brand. Air Jordan.
They also offered $500k/yr at a time when the richest sneaker deal was $150k/yr.
So he signed his first shoe deal with Nike.
They created an entire line centered around MJ.
His own sneaker. His own brand. Air Jordan.
They also offered $500k/yr at a time when the richest sneaker deal was $150k/yr.
So he signed his first shoe deal with Nike.
6/ They went to work on MJ's first signature shoe. It would be called the Air Jordan 1.
They used the Bulls colors of black and red and inspiration from previous Nike models such as the Air Force One.
They used the Bulls colors of black and red and inspiration from previous Nike models such as the Air Force One.
7/ Shortly into Jordans rookie year, Nike received a letter that would change the course of history.
It read: The NBAs rules prohibit the wearing of red and black Nike Basketball shoes worn by MJ.
This could've killed the entire launch for Nike.
But what came next was genius.
It read: The NBAs rules prohibit the wearing of red and black Nike Basketball shoes worn by MJ.
This could've killed the entire launch for Nike.
But what came next was genius.
8/ The NBA effectively banned the shoe.
But Nike took the letter to their marketing department.
With a $30k budget, they produced this ad:
But Nike took the letter to their marketing department.
With a $30k budget, they produced this ad:
9/ Sales for the shoe took off.
Nike estimated the Jordan 1 would bring in $3M in the first 3 years.
They did $126M in Year 1.
The Air Jordan 1 has gone on to become the best selling basketball shoe of all-time.
Nike estimated the Jordan 1 would bring in $3M in the first 3 years.
They did $126M in Year 1.
The Air Jordan 1 has gone on to become the best selling basketball shoe of all-time.
10/ But there's one more twist to this story.
Jordan didn't wear the Air Jordan 1 on Oct 18 as the letter stated.
Because production was still ramping up on the AJ1, Jordan was actually wearing a shoe called the Air Ship.
Here's a look at the Air Ships:
Jordan didn't wear the Air Jordan 1 on Oct 18 as the letter stated.
Because production was still ramping up on the AJ1, Jordan was actually wearing a shoe called the Air Ship.
Here's a look at the Air Ships:
11/ So the Air Jordan 1s were never actually banned.
But Nike didn't let facts get in the way of a good story.
Sneaker culture owes a lot of its history to the legend of the Air Jordan 1.
But Nike didn't let facts get in the way of a good story.
Sneaker culture owes a lot of its history to the legend of the Air Jordan 1.
12/ TL;DR
📝 Jordan was signed to Nike in 1984.
🌍 He was tasked with turning Nike into a global shoe player.
🚫 Before his 1st shoe had even launched, Nike "banned" them.
💸 This caused the shoe to gain popularity & sales from an estimated $1M to an eventual $126M.
📝 Jordan was signed to Nike in 1984.
🌍 He was tasked with turning Nike into a global shoe player.
🚫 Before his 1st shoe had even launched, Nike "banned" them.
💸 This caused the shoe to gain popularity & sales from an estimated $1M to an eventual $126M.
H/T to @nathanbaugh27 who kept pushing me to finish this thread.
If you enjoyed anything here, it would be great if you could share with some more of the Twitter community.
Just retweet the first tweet.
Just retweet the first tweet.
https://twitter.com/chrisxmunn/status/1472204655094501380?s=20
I'm Chris.
I send my community 2-3 threads a week similar to these.
Come along for the ride.
👉 @chrisxmunn 👈
I send my community 2-3 threads a week similar to these.
Come along for the ride.
👉 @chrisxmunn 👈
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