Michael Jordan: Icon, Legend and Innovator
Michael Jordan: A global icon, trendsetter, go getter, innovator. Revered by the masses, venerated by millions; he was the it-man of sports, and his shoes – his shoes were more precious than Cinderella’s. What couldn’t Michael Jordan do? He won the world over with his Air shots and ‘give a damn’ swag on the court.
Basketball icon Larry King pretty much deified the icon, referring to him as: “God disguised as Michael Jordan”. That’s one intense compliment, especially from one sportsman to another. Truth is, he was regarded as a deity not only on the court but off the court too.
Enter Air Jordan Brand.
The Air Jordan Shoe
The Air Jordan shoe sneaker was ahead of its time and unlike anything else on the market. NBA commissioner David Stern fined Jordan a hefty $5000 for wearing them on the court. For Nike – the brand behind the Jordan – $5,000 was a 5-year-old’s pocket change; the exposure for the sneaker was too much for the sportswear giant to pass up. In terms of the target market, what better way to advertise a product is there than to have your idol dunking and scoring in the same shoe that you will wear?
During the 1986 playoffs against Larry Bird’s Boston Celtics, Jordan wore his classic red and black sneakers and scored a whopping 63 points. He continued to shine, going on to win six titles and various awards. Jordan’s brand is so successful that he is now worth more money through his personal brand than he ever was on the court.
In 1984, the first pair of Jordan’s were sold at $65, which, at the time, was the most expensive basketball shoe available on the market. We must keep in mind the inflation rate and buying power; in 1984, $65 was worth approximately $164.89.
The Origin: Splits in the Air & the Ball in the Hand
Everybody who has functioning eyes would recognise the Jumpman logo. They might not know the name of it, but no doubt, they have been exposed to it. The logo is one of the sportswear industry’s most esteemed symbols. As common knowledge to sneakerheads, in 1988, the logo was showcased for the first time on the shoe’s tongue, three years since its inception.
Its roots are planted in a 1984 special issue of LIFE Magazine which showcased athletes that were to represent America in the 1984 Olympics. Oddly enough, in the original photograph taken by Jacobus Rentmeester, Jordan was wearing plain white New Balance basketball sneakers.
In a Nike photoshoot, Jordan wore the Black Toe Air Jordan I while re-enacting the Jumpman, soon-to-be billion-dollar pose (Nike trademark). Ironically, in a 1997 interview, Jordan stated that he wasn’t even dunking in that one – “I just stood on the floor, jumped up and spread my legs and they took the picture. I wasn’t even running.”
When playing in the big leagues, it’s not going to be smooth sailing in the legal department. After a dramatic pause of over three decades, Rentmeester decided to sue Nike (Air Jordan trademark holder) for copyright infringement. However, an Oregon federal court dismissed the claim for the same reason droves of ‘copycat’ infringement claims fall through: copyright law does not protect ideas, it only protects the expression of them. The court ruled that Nike’s expression wasn’t similar enough to Rentmeester’s.
It’s no surprise that Jordan’s career and business endeavors have made him a lot of money; he is worth (brace yourself) $1 Billion, dunking himself right into the Forbes Billionaire list. Swish.
