Since Michael Jordan was persuaded to sign with the nascent Nike brand rather than the then-dominant Adidas in 1984, he has personally made more than $1.4 billion from the deal.
1 sneaker,s which were introduced to the public in 1985 and are still popular today. The brand has collaborated with everyone from Supreme and Off-White to A Ma Maniere, Travis Scott and Billie Eilish.Courtesy of Nike
The Jordan Brand has been a stand-alone business since the mid-’90s, but draws on the strength of its parent to help it expand. In December, he continued, “The AJ11 ‘Cool Grey’ launch on Snkrs was the largest for a single style in the history of Nike Direct. We drove this unprecedented demand by engaging with consumers in new ways, leveraging Snapchat’s ‘Try On’ lens, a hashtag ‘InMyJs’ Instagram activation and a Fortnite partnership with custom skins and a digital scavenger hunt.”
“Nike has a different set of attributes and what we want to do is maximize our share of their closet. So it’s really important for us to be able to speak in an authentic voice for Jordan. What I love is the fact that we can get two hangers in the closet versus one, that’s the ultimate pursuit. And if we can do that, that’s fantastic. If we only get one, then you know, it’s a missed opportunity for us.
“I’m not surprised at all, because his story is so relevant,” he said. “Being cut from a high school basketball team, and then coming back and starring on that basketball team and going on to be the greatest. If you tell any kid that story, they say, ‘You know what? I can do anything, I can overcome.’ And since his exploits on the basketball court, he’s done the same thing in the world of business.
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