This year, Nike turns 50. And much of this period she spent captivating a very special audience: sports lovers. The Jordan 1 model - the sneaker named after the great Michael Jordan - was largely responsible for the brand's rise. But before we get into this relationship, let's talk about the beginning of it all, okay?
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Did you know that Nike began to exist in 1964, but under the name Blue Ribbon Sports? That's right: Bill and Phil, who were part of the University of Oregon track and field team, created the brand. Bill was the coach and Phil was his student.
In 1972, the company's name became Nike — a reference to the Greek goddess Niké, who was considered the goddess of victory and glory, patron saint of athletes and warriors in ancient Greece. 😲
Testing its own limits, the company tried to pass on this spirit of overcoming to consumers. But to take off, was it necessary to be at the feet of the most beloved North American athletes? Basketball players.
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But, back in the 1970s, Converse (from All Star) and Adidas dominated this market. Nike didn't have space to impress on the feet of the hottest players of that time. Larry Bird, Julius Erving and Magic Johnson had their signature sneakers with Converse. Kareem Abdul-Jabbar wore the Adidas Super Star.
Michael Jordan and his relationship with Nike
In search of the perfect beat and with little space in the market, he appears: Michael Jordan (nothing to do with the Michael B. Jordan of today, okay?). Champion of the University of North Carolina, the boy went to the NBA selection process and ended up selected by the Chicago Bulls.
Jordan's life changed: he dreamed of being sponsored by Adidas, as infinite possibilities opened up when he turned professional. But, as expectations and reality don't always meet, he signed a contract with Nike.
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Nike offered a contract worth 500 thousand dollars over 5 years and a model – just one – of signed sneakers. The player almost refused the offer. He didn't believe the company could change the game in the basketball world.
This is how the iconic Air Jordan 1 came about: Jordan arrived in the 1984/1985 NBA season and the company rushed to develop the sneaker. And it wasn't just any sneakers. The league recommends white, but Jordan wanted the player in black and red, the Bull's colors.
The player was punished. Every time he entered the court wearing the red and white Nike Jordan, it was $5 less in the player's bank account.
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The brand launched the sneaker on the market in 1985, and around 450 pairs were sold in the USA alone.
Michael Jordan became the greatest basketball player of all time and Nike became a global reference in sporting goods – especially basketball shoes.
Today the Jumpman brand – owned by Michael Jordan – is unified with Nike, and the player's style models are still the most sought after and sold on the planet.
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In gratitude, in his last game for the Chicago Bulls, in 1998, Michael played in his first Air Jordan 1 – the one worn 15 years earlier – which caused him to end the game with his feet bleeding.
