Since the release this month of the 10-part Netflix and ESPN series offering a behind-the-scenes look at Jordan and the ‘90s Chicago Bulls,much has been made of his competitiveness,and his style:“I’m a suit guy,” Jordan oncetoldGQ magazine of his 150-strong collection.
But perhaps his greatest contribution to fashion is his kicks. The enduring appeal of Air Jordan is the stuff of legend – and marketing genius.
Nike first created the sneakers for Jordan,then a star rookie,in 1984. Nike wasn’t Jordan’s first choice for shoe sponsorship. But the partnership proved fortuitous. In the first year the shoes hit $US126 million worth of sales. As Roy Johnson,fromFortunemagazine and author ofThe Jordan Effectsays in the documentary,“before Michael Jordan sneakers were just for playing basketball. All of a sudden sneakers became fashion and culture.”
By 1997 the Jordan subsidiary was so big Nike spun it into its own brand. Last yearit reached another milestone – hitting its first $US billion dollar quarter. Last fiscal year it hit $US3.14 billion,up 10 per cent from 2018. It’s estimated Jordan’sannual cut is $US130 million.
AsForbesreports,arguably more pairs of Air Jordan sneakers are still sold than any other former or present NBA player.
For Simon Wood,editor of the globally influential Melbourne-based sneaker magazineSneaker Freaker,it’s a combination of factors driving the lasting popularity of Air Jordan.
First,there is,as he puts it,“the mystique of Jordan,” that we’re all familiar with,whether we grew up with Michael Jordan on the back of our cereal box or not.