“I was staying in Chicago...I had my own apartment, I’d be doing like...just beats for like local acts, just to try to keep the lights on, or be able to go out and buy a...get a Pelle Pelle off lay-a-way, or get some Jordans or something...”
Kanye West – Last Call
This morning after my morning workout at the pool, I began having a conversation about sneakers with two friends. Since we all wear the same size, a question was posed about selling some of my prized possessions...I informed them that I actually had a customer today and that if he doesn’t follow through that I would gladly contact them. From there we shifted gears a little as they inquired about what I have and was willing to part with. The majority of my stock is Nike, Nike SB, Jordan, and Converse, with a few pairs of some other brands like Saucony, and adidas.
When I mentioned adidas, I told them that we would all be in the brand with the three stripes had Michael Jordan followed his heart, instead of his agent David Falk.
As a collegian Jordan wore Converse at the University of North Carolina, and upon his decision to turn pro after his junior year, the Chicago Bulls selected him with the 3rd pick of the 1984 NBA Draft. Being that he enjoyed a stellar career at UNC, and the fact that he won Olympic gold at the summer games in Los Angeles, Michael Jordan’s stock was high, and he wanted nothing more than to ride that wave of success to the NBA, and into a contract with his footwear of choice adidas.
With that mandate, Falk took initiative and began calling sneaker companies to pitch his client. At the time, Converse and adidas were the giants in the game, and Nike was the small time new kid on the block. As the relative basketball unknown Nike already had their sights set on MJ, and they made an offer of $250,000, a signature shoe line, as well as a percentage of the revenues (a first and at the time unheard of part of the deal). Michael wasn’t too fond of Nike, a shoe that he was very unfamiliar with, however his agent stayed diligent as he convinced both his client and Nike to change their stance. As history will tell you, MJ gave in to the small-time track sneaker company, and in turn they matched the offer of $500,000 by adidas.
The concept of “Air” Jordan was Falk’s idea, and the powers that be at Nike projected within the first 3 to 4 years, that the signature Jordan line would make approximately $3 million dollars. As legend has it, in 1985 alone, Nike would make $130 million...quite a turn around on a $500,000 investment.
Here are important factors as to why the sneaker did so well and continues to do so today.
- Following in the footsteps of Dr. J, Jordan had an excitement and flair that was unprecedented. He revolutionized the high flying act of such NBA greats like Elgin Baylor, David Thompson, and Dr. J. His ability to fly through NBA skies, and live up to the nickname “Air” gave him credibility that you couldn’t put a price on.
- The NBA had never seen a sneaker with dominant 3 colors, as the first Jordan was red, with black and white accents. That being the case, every time MJ laced up his new sneakers, he was fined $500 by the League office, which created a buzz, as EVERYONE wanted the sneaker BANNED by the NBA. Nike officials caught on very quickly, and paid all the fines for Michael, so all he had to do was wear his shoes, and play basketball.
- Combine the two facts above and you have a one of a kind basketball player, excelling in a never seen before technologically advanced sneaker year after year, after year.
The Jordan XXIV is so ahead of its time, and I’ve only seen and tested an early sample, and it is going to shake up the world like Muhammad Ali did in 1964. - Last but not least, in 1987 the impossible happened, as MJ teamed up with Spike Lee launching a historic ad campaign that changed marketing forever. The commercials showed the strength of the dollar in the black and Latino communities, and the shift in the advertising paradigm would by no means be the same again. Prior to this feat, NEVER was an African-American the face of a product in a positive light. The logic was that a black person couldn’t sell products to white consumers, so if you had a high profile athlete, then you would pair them with a white counterpart. Mean Joe Greene did that Coke-a-Cola commercial with the little white kid, “Have a Coke and a smile”. Muhammad Ali, sold roach spray, and Magic Johnson was teamed with Larry Bird. Nike’s advertising firm Weiden+Kennedy took a gamble, as they capitalized on authentic mass appeal of Mars and Money. This was made possible with equal parts timing, trust, and two guys from Brooklyn.
Imagine how differently your life would be had Michael Jordan signed with adidas?
Photos: Manny Millan/Sports Illustrated - University of North Carolina
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7 comments:
Thank God for David Falk's vision and ability to convince Michael to follow it. Without that vision there would not have been an Air Jordan epidemic that hit the streets like crack cocaine. Its almost 20 yrs later and 2 of my roommates have closets full of Jordan boxes and overdrafted accounts from buying the newest pair.
Knowledge, thanx for posting this as a Nike/Jordan fan I think its important info that not alot of people know. That 130 mil in '85 is crazy. I still cant see myself wearing adidas instead of nike tho lol
I find this article very interesting. As a Jordan enthusiast, it's hard to imagine the possibility of an Adidas Air Jordan 1-23. Picture a Jordan line without the revolutionary designs of Tinker Hatfield. The Adidas Jordan 13's would probably have resembled the Kobe and Antione Walker shoes circa '98...not cool. Oh and another thing...they're actually continuing a numerical Jordan line???? Lets get the scoop on the XXIV's you sampled!
Wow, the XXIV is a reality? Thought they would have stopped, but seeing how it does have his name and likeness, I wouldn't expect Jordan to quit when most feel he should.
Being from chicago and being heavily influenced by everything Jordan did, wore or endorsed, I would have to say, I would be wearing Adidas, BUT if Nike would have found another to market around, the technology and the overall marketing, I would have switched over. It would be hard though for them to accomplish much of that though without Jordan having gave them a boost.
This is great! I got a lesson this week about how in demand Jordan sneaks are, lol. Anyhow, back in the day I wanted to be like my cool brothers so I had the Jordan T-shirt that said- "High flying deft-defying 360 slam dunk." And practiced enough b-ball to make the team :) Yeah.
The Jordan XXIV...well I can't talk about it, however I first saw it/tried it on back in November and the technology is insane, and it looks good too! I had the white/black/red, but the black/red is the best colorway!
I have that t-shirt still at my desposal and AG, you're one lucky man. Those colorways are my fav and that has alot to do with the Jordans and my upbringing.
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