The History of Nike's Air Jordan Brand
The Nike Air Jordan is one of the most recognizable brands in the world today, known for its stylish and innovative shoes and apparel. But how did this global giant get its start?
In 1964, a small company called Blue Ribbon Sports (BRS) was founded by two men: Bill Bowerman, a track and field coach at the University of Oregon, and Phil Knight, a former middle-distance runner, and Bowerman's former student. The company's first initiative was distributing Japanese running shoes to the American market by selling them out of the back of Knight's car at track meets.
Despite humble beginnings, BRS gained traction in the running shoe market thanks to its focus on quality and innovation. Bowerman, in particular, was known for his tireless experimentation with new materials and designs, constantly searching for ways to improve the performance of his athletes. This dedication to innovation would eventually become a hallmark of the Nike brand.
How Did Nike Begin?
In 1971, BRS decided to create its own line of shoes, which they called Nike. The name was inspired by the Greek goddess of victory, and it reflected the company's goals of dominating the athletic shoe market. To help promote the new brand, BRS enlisted the help of a graphic design student named Carolyn Davidson to create a logo. Davidson came up with the famous "swoosh" design, which has since become one of the most recognizable logos in the world.
Over the next few years, Nike continued to grow and expand, introducing new shoe designs and innovative marketing campaigns that helped to solidify its position as a major player in the athletic shoe market. In 1978, the company officially changed its name to Nike, Inc., and went public in 1980.
How Did The Nike Air Jordan Brand Start?
In 1984, Nike looked to expand their brand by taking a gamble: They offered an NBA rookie named Michael Jordan a lucrative $2.3 million contract over the span of five years. It was a record-breaking contract at the time for an athlete. Although Jordan favored Adidas, Jordan accepted Nikeâs contract after his mother and agent, David Falk, urged him to entertain their offer.
Nike launched the Air Jordan sneaker line with the aim of generating $3 million in sales within the first three years. When the Air Jordan 1 was first introduced, it marked a departure from traditional basketball sneakers. Designed by Peter Moore, the shoes featured a bold colorway of red and black, a stark contrast to the mostly white sneakers that basketball players wore during games.
The new design caused controversy, and the NBA banned them for violating the league's dress code. This move only served to increase the shoes' popularity among fans, however, and cemented the Air Jordan 1's status as a cultural icon.
Air Jordan Controversy and Early Success
Nike TV commercials extended the Air Jordanâs lore by promoting the NBAâs ruling on the controversial sneakers: âOn Oct. 15, Nike created a revolutionary new basketball shoe. On Oct. 18, the NBA threw them out of the game. Fortunately, the NBA canât keep you from wearing them. Air Jordans. From Nike.â
Furthermore, Jordan delivered on his promise and potential by excelling in his first season as an NBA rookie. He was voted to the Eastern Conference All-Star team and All-NBA Second Team, in addition to winning Rookie of the Year honors. His success on the court only elevated the status and mystique of the Air Jordans.
Chris Van Dyke, Nikeâs director of corporate communications:
âWe took our problems with the NBA and turned them to our advantage. We decided to market the shoes as too hot to handle.â
The debut of the first Air Jordan sneaker surpassed all expectations and proved to be a massive success. Despite the $3 million sales projection, the sneaker â in less than a month and with stock only in test markets â garnered $29 million in sales. At the end of the first year, it earned an astounding $126 million, marking an incredible start to what would become a legendary line of sneakers.
As the Air Jordan line continued to grow in popularity, it became clear that the brand was here to stay. With each new release came innovative designs and cutting-edge technology, cementing the brand's status as a cultural icon.
One of the most significant releases in the Air Jordan line was the Air Jordan 3, released in 1988. The shoe featured a distinctive elephant print design and was the first to feature the iconic "Jumpman" logo, a symbol synonymous with the Air Jordan brand.
Another standout release was the Air Jordan 5, released in 1990. Inspired by World War II fighter planes, the shoe featured a reflective tongue and was an instant hit with fans. It was clear that the Air Jordan line was about much more than just athletic footwear â it had become a symbol of innovation, style, and cultural significance.
How Much is Nike Air Jordan Worth Today?
Today, the Air Jordan brand is worth billions of dollars and continues to be a major force in the sneaker industry. With each new release, fans eagerly await what innovative designs and features will be included. The Air Jordan line has truly stood the test of time, and its impact on both basketball and fashion will undoubtedly continue for years to come.
As of October 2022, Nike's market capitalization is a whopping $143.5 billion, with annual revenue of over $40 billion, solidifying its position as the 66th most valuable company in the world. This staggering figure reflects Nike's continued success in the sneaker and sportswear industry, as well as its ability to stay ahead of the curve with cutting-edge design and marketing strategies. It's clear that Nike's impact extends far beyond just athletics and has become a major player in the global business landscape.
Today, Nike is a global giant with over 190 countries. Its success is largely due to the innovative spirit and dedication to quality that has characterized the company since its earliest days. Whether you're a serious athlete or just someone who appreciates stylish and comfortable shoes, it's hard to go wrong with Nike and the Air Jordan brand.