Words by Lamar Harper-Campbell
The story of how Michael Jordan became the king of trained with Air Jordan is as fascinating as it is brilliant.
Michael Jordan is not the kind of guy that needs an introduction. The 59-year-old has long enjoyed the admiration and fascination of just about everyone on the planet. There’s something decidedly cool about the basketballing legend. Still, the legend of Michael Jordan goes far beyond the world of sport. Hollywood and its stars have had a long love affair with the star, and nearly every rapper is guilty of weaving a bar or two about him on their records.
“There’s a reason you call somebody the Michael Jordan of”, President Obama said in 2016. MJ had just received the Presidential Medal of Freedom. In a brightly lit room in the White House, the basketballing legend stood tall as the biggest, hype-inducing names in sports and entertainment gazed with starstruck eyes. Not everyone can outshine Barack Obama, and fewer still possess the majestic ability to turn legends into fanboys and girls.
Lionel Messi and CR7 aside, no one has ever dominated their sport quite like Jordan. And before you go listing names of other stars, take a moment to reflect on their sporting and cultural influence. You’ll find it doesn’t match – or come close – to Jordan’s. Then there’s his workaholic image. Business bros worship him, and every #motivation page on Instagram is filled with endless MJ quotes.
All of this makes him a cultural phenomenon – and a very rich one. His biggest asset? Air Jordan. The rise of the New York-based brand is the stuff of MBA case studies. Every self-confessed style enthusiast has a pair, and Hollywood’s biggest names can regularly be seen sporting his latest creations.
The story of how MJ became the king of trainers (or, for our American friends, sneakers) is a fascinating tale of celebrity star power.
Long before Jordan and Nike lovingly locked eyes, there was Adidas, Nike’s sworn arch nemesis. And as the story goes, Jordan actually preferred to sign with Adidas. In some multiverse of madness, that deal may well exist. But on this planet, the deal ended up in the hands of Nike. The rewards have been gigantic. Sneakerheads the world over adore the brand. They’re a style essential, a must-have for anyone planning to turn heads.
It’s all very easy to assume it was always going to work out. It’s Nike and Jordan – how could it not? In the days of televised sports, MJ was the original sports celebrity. The likes of David Beckham and Cristiano Ronaldo learnt their trade from Jordan. And these days, following their examples, every athlete on the planet has or wants a place in culture. That wasn’t always the case. For Nike, a better deal could not have been struck. In the days, weeks and years since the marriage, things are looking better than ever. Brand Jordan has become Nike’s crown jewel. It’s worth $3billion, pitting Jordan’s reported fortune at a magnificently cool $1.6 billion.
To keep up with the times, Air Jordan has collaborated with the coolest, most-talked about brands on the planet. Take its partnership with Off-White, for example, the luxury streetwear brand by Virgil Abloh. On the face of it, there’s nothing major. One brand collaborating with another isn’t exactly breaking news. But dig a little deeper and you’ll find the move a genius one. Jordan’s are pricey – but not too expensive (in comparison to “luxury” trainers and clothes). With Off-White, they had the license to charge a little more, and they had the chance to pierce the more pricey markets.
With that comes exclusivity. Getting Jordan’s is no easy feat. It’s hard work, mainly because of resellers. Add in the fact that we’re all a little too keen to shell out hundreds – and sometimes thousands – to secure them, and the hype only gets bigger.
Together Jordan and Nike have built one of the coolest brands on the market. It’s taken the idea of celebrity power to the next level. We’re all rightly obsessed with Jordan’s creations. He sits comfortably as the king of trainers. And when the next Jordan drop comes, I for one will be in the queue.
See you there, yeah?
Speaking of brands, here’s how New Balance became cool again.