Jordan – From a Name to a Brand

Air Jordan 6

After one season of a rookie NBA player wearing a new pair of sports shoes, Nike was soon realizing that signing Michael Jordan and creating the Jordan brand was one of the best business moves they ever made.

Air Jordan’s or J’s as they are known to many, were first released to the general public in 1985 after Michael Jordan had worn them, in 1984 for his rookie season.

The brand identity and logo would be the infamous silhouette of Michael  hanging in the air with a basketball about to score a bucket. An image that would haunt rival teams over his 18 year career.

Michael’s popularity grew because of his dominance on the court and so did the brand. The brand then became a multi sport brand branching out into American Football, baseball and motor racing. Not only that, but Air Jordan’s were also fashionable to wear, being worn by many celebrities from the entertainment world.

The collection has expanded over the years with over twenty signature shoes being produced, with each shoe having unique characteristics. Our favourites here at Fashbox are the VI and VII’s.

He retired from the game of basketball in 2003 with the worrying potential for the brand to weaken. In fact, the Jordan brand has gone from strength to strength and approximately generates over $1bn of sales for Nike each year.

With Michael Jordan being classed as the Greatest of All Time (GOAT), does this mean that the Air Jordan brand will become the greatest sneaker brand of all time?

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