History of Air Jordan Nike

History of Air Jordan Nike
1984 was the year Nike signed their biggest superstar. At this point in time, Nike was a struggling shoe company. After Nikes stellar running shoes campaign died out, they needed to find a way to reinvent themselves in order to appeal to another segment of the market. Around the same time, rookie player Michael Jordan was already endorsing several products, but Nike hoped that his appeal would rejuvenate the company. Jordan was not very interested at first and actually ventured other companies such as Converse and Adidas! Can you imagine that! "Air Jordan Converse". (I think Nike is especially happy that brand never came to be!). At first, Jordan preferred Adidas or the Converse shoes endorsed by North Carolina Coach, Dean Smith, and hoped to sign on with either company. Coincidentally, Converse, already had Larry Bird and Magic Johnson on board as spokesmen, and were not interested in offering a better deal than Nike! Adidas wasnt interested at all at the time; perhaps due to Kathe Dasslers death the same year. While Jordan, himself, did not initially see the significance of Nikes offer, his agent, David Falk, saw a golden opportunity in Nikes offer to create a new line of shoes called "Air Jordans." and urged him to give Nike a chance.
1984 was the year Nike signed their biggest superstar. At this point in time, Nike was a struggling shoe company. After Nikes stellar running shoes campaign died out, they needed to find a way to reinvent themselves in order to appeal to another segment of the market. Around the same time, rookie player Michael Jordan was already endorsing several products, but Nike hoped that his appeal would rejuvenate the company. Jordan was not very interested at first and actually ventured other companies such as Converse and Adidas! Can you imagine that! "Air Jordan Converse". (I think Nike is especially happy that brand never came to be!). At first,[link widoczny dla zalogowanych], Jordan preferred Adidas or the Converse shoes endorsed by North Carolina Coach, Dean Smith,[link widoczny dla zalogowanych], and hoped to sign on with either company. Coincidentally, Converse, already had Larry Bird and Magic Johnson on board as spokesmen, and were not interested in offering a better deal than Nike! Adidas wasnt interested at all at the time; perhaps due to Kathe Dasslers death the same year. While Jordan, himself, did not initially see the significance of Nikes offer, his agent, David Falk, saw a golden opportunity in Nikes offer to create a new line of shoes called "Air Jordans." and urged him to give Nike a chance.
Jordan was still a skeptic at this time, because there was not a tremendous impact from a shoe endorsement, and few companies were willing to risk so much of their marketing budget to bet on one athlete to promote their products. An athlete as paid for wearing the products but little else resulted from an endorsement. Its possible that Jordans reluctant attitude stemmed from this fact as much as his allegiance to Converse and Adidas products.
But Nike saw an opportunity in Michael Jordan. They saw a profitable future and an opportunity to swing the market in their favor with an unproven MJ. I mean the youngster just shot down Georgetowns National Title hopes with his smooth, silky game winning jumper!Very similar to the last shot image we have of him on the Chicago Bulls! Jordan killing two Hall of Fame careers with 1 shot (sorry Karl Malone and John Stockton)! Wonder if Nike invisioned that moment in time that will live in the history books forever! The shot that left Byron Russell, well, on the ground! He was a champion with personality, charisma, and heart, and they were willing to put the company on the line. They knew from the beginning that he would be a star and wanted to pave the way for him. Finally,[link widoczny dla zalogowanych], after much persuasion from his manager and parents, Jordan agreed to fly to the Nike headquarters in Portland, Oregon to view a special video presentation and proposal.
The video presentation featured slowmotion clips of Jordans college career and some of his highflying Olympic moves with a background of then hit music "Jump" by the Pointer Sisters. Nike Head Designer, Peter Moore presented sketches of AJ1 shoes, jumpsuits, and sports apparel, all in black and red. Michaels remarks upon seeing the designs were less than enthusiastic. He is reported to have said, "I cant wear that shoe, those are the Devils colors"! Jordan didnt seem eager to join the Nike team, but before he left headquarters that day, Jordan with the influence of his agent, signed the deal with Nike! With this signing, MJ or Nike had no idea the impact Michael "Air" Jordan would leave on the game of basketball, urban style, and the shoe game forever!
Nike signed Jordan to a $2.5 million deal for 5 years, plus royalties and other fringe benefits. Peter Moore created the first AJ Logo with a basketball with wings lifting it. The introduction of the Air Jordan 1 turned the athletic shoe industry upside down. The color schemes of the Air Jordans were daring, but definitely paying off for Nike. Jordan was putting his stamp on the game, and the league didnt like this. As they say, there is no "I" in team. That is, until there was MICHAEL JORDAN! The NBA decided to banned the shoe from the league in response, but Jordan wore them anyway, racking up serious fines of up to $5000 a game! Nike, of course, was more than happy to pay these to keep the shoes on Jordans feet and in the public eye. All this controversy and Jordans outstanding play that year served to put the Air Jordan line on the road to becoming the most popular basketball brand ever imagined!
The original logo of MJ lasted only a few years. After taking home the 19861987 Slam Dunk Championship with his patened launch from the free throw line; soaring through the air, tongue flapping, double clutching, legs spreading, body flying, better than Dr. J DUNK!! Yeah, the one with the Gatorade logo in the background that is in poster form stapled or pinned on to millions of kids walls in between their Brittney Spears and Christina Aguilera! Maybe not them anymore, but whatever it is next to, it is there,[link widoczny dla zalogowanych], and even to this day, the image stands alone as the most beautiful photo ever taken! The craziest part about MJs magical flight is, this Dunk was the most pivotal moment in turning Jordan into a household brand. After winning 198687 Slam Dunk competition at Seattle Coliseum, the Jordan logo changed to the familiar Jumpman logo of today, but when it came time to talk about the Air Jordan III,[link widoczny dla zalogowanych], Michael was ready to bolt. Reaction to the Air Jordan II, due in part to the high retail price, hadnt been stellar and designers Peter Moore and Rob Strasser had left Nike to start their own company. They came to Jordan, hoping to develop the business around him. This was a makeitorbreakit moment. It was at this time that Tinker Hatfield stepped in to help the struggling shoe line. Immediately, Hatfield did something completely new and unheard of. His first instinct was to sit down and talk with Michael one on one and ask for his input about the design. Hatfield has stated that this was a very tense time. No one had ever approached the business of designing a shoe like this and Jordan had never had anyone ask his opinion until that time. Ultimately, though, it was the good advice of Michaels father that saw it through. Its reported that he advised his son to stay with the people who had done a good job for him. Jordan began to have confidence with the new structure. He developed a relationship with Nike and felt that Nike had given him the golden key! Eventually the process of designing the shoes and matching apparel drew Jordan in and helped reinforce his commitment to Nike. At Jordans request, the Air Jordan III was a threequarter cut basketball shoe made of high quality, lighter than average materials. This nonstandard approach to the process of designing basketball shoes led the Air Jordan III to rocket off the charts with its popularity! With the success of the Air Jordan III, Jordan decided Tinker should design all the Jordans! Tinker designed Jordans up until the Jordan XV. With the release of the Air Jordan XV and Jordans second retirement, both Hatfield and Jordan stepped back from the Jordan line and other designers took the reigns to continue to the legacy!
Jordan and Nike decided to make Jordan a seperate entity! Air Jordan Shoes were a part of the Nike, Inc. family until late in 1997 Nike unveiled a new marketing plan and Jordan became its own subbrand of Nike. To mark this change, the new Jordan Brand released the Air Jordan XIII, Air Jordan Team, and Air Jordan Trainers. From this point on, Jordan Brand products no longer featured the Nike name or Nike Swoosh, and their only connection to Nike,Inc is a fine print address for Nike headquarters to be used for insurance purposes.
Air Jordan shoes have been dominating basketball shoe sells since 1985. The Jordan brand is the standard of excellence is the shoe business and Jordan still takes the time to put his personally input on each and every Jordan brand shoe. The Jordan brand is a household name and people of all ages and social strata line up eagerly for the release of the latest model. Some of this success can be attributed to the fact that the shoes, from the Jordan III to the most recent model,[link widoczny dla zalogowanych], have always started with their namesake, Michael Jordan. The designers take his ideas, hobbies, and life into account and incorporate these feelings into the shoes. A number of Jordans have been designed after Jordans cars and some of the more recent models, like Jordan XX, have included tributes to his family and his career. Some wonder when the Air Jordan line will be retired while others speculate that, in honor of the man, the last Air Jordan will be the Jordan XXIII (Jordan 23). No matter what happens to the signature Air Jordan line, its a good bet that the brand and its tradition of quality, highfashion basketball and athletic shoes will continue long after Air Jordans have retired. Micheal "Air" Jordan continues to lead the charge into converting basketball into the most popular sport in the world. And until the year 2005, Michael Jordan was still the most popular athlete in the world! (Tiger Woods, yeah hes a pretty big deal too!) Jordan singlehandedly brought basketball into the spotlight for the rest of the world to marvel! Although his final game was on April 16, 2003 in Philidelphia infront of 21,000 screaming fans, Michael Jordans legacy will live on forever and he will continue to set the bar for basketball brands around the world! Oh,"If I could be like Mike"!
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