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Jean Racine
Professor Young
English 104
15 November 2012
The Jordan Brand: How the Shoe and Name Changed Nike
The Nike brand was created by Bill Bowerman and Phil Knight. Bill Bowerman was a
track and field coach at the University of Oregon, while Knight was a former runner for
Bowerman at the University of Oregon. After graduating, Knight developed an interest in
running shoes. Knight convinced the manufacturer of Tiger running shoes to let him distribute
their running shoes in the United States. Knight sent his first sample of shoes to Bowerman, who
experimented with running shoes for his athletes. Bowerman was trying to find the lightest shoe
possible. Knight hoped Bowerman would buy his product. Instead Knight received a partner in
Bowerman in the process (History & Heritage).
In 1971, the Nike Swoosh brand was launched and Knight and Bowerman changed the
name of their company from Blue Ribbon Sports to Nike. Nike is named after the Greek goddess
of victory. This was suggested by Jeff Johnson and voted on by the rest of the employees of the
company at that time (Siemers). The Nike swoosh logo was created by Carolyn Davidson.
Davidson created a very recognizable logo (Heller). Nike went on to have great success for a
little over a decade. Then in 1984, Nike began to decline (Jordan Brand history). Nike needed a
savior, someone to “revitalize and reinvent” itself (Jordan Brand history). They turned to a
promising NBA rookie named Michael Jordan. Since, Jordan and Nike have achieved great
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success. The question to be asked is why has the Jordan brand of Nike products, especially
shoes, been so successful?
Nike wanted to sign Jordan because he was endorsing several other products, so Nike
hoped that Jordan’s appeal would generate sales for them as well. At first Jordan did not want to
sign with Nike because he had always preferred wearing Adidas or Converse. However, Nike
wanted Jordan to endorse their products so bad, that they created a presentation specifically for
Jordan. Jordan seemed uninterested by the presentation. The colors of the shoes were red and
black. He is reported as saying, “I can’t wear that shoes, those are the devil colors.” However,
Jordan’s agent talked to him and told him that it was a golden opportunity. To run with the Nike
franchise and create his own line of shoes called “Air Jordans”. After the presentation, Jordan is
reported saying, “Let’s make the deal” and Nike signed Jordan to a 5 year deal for 2.5 million
dollars a year (Jordan Brand History).
Before the first pair of Air Jordans, most basketball shoes were white and the NBA
banned the Jordan 1’s. Every time Jordan wore them, the NBA fined him 5000 dollars, but Nike
paid the fines because they knew that the publicity would generate sales. This was the beginning
of the brand, the legend, the Jordan brand (Jordan Brand History). Jordan influenced Nike sales
positively through the many championships and awards he won, his playing style, his charisma
and determination, and his business sense.
My initial point is that Jordan has influenced Nike sales positively through the many
championships and awards he has won. Jordan was a winner since he was in college. At the
University of North Carolina, he won a national championship as a freshman, and hit the game
winning shot. That shot will forever be remembered, it gave him a lot of exposure, which drew
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some admiring fans. Everyone loves a freshman who is confident enough to take a game winning
shot, let alone make the shot. Jordan went on to win College Player of the Year his last two years
of college. Then Jordan went to the NBA and won five Most Valuable Player Awards and six
NBA championships. He was the most of valuable player for every single one of those
championships. People wanted to be associated with a winner, and wearing Jordan’s shoes got
them closer to being a winner. The fact that Jordan was a winner since his college career and
throughout his NBA career attracts people to buy his shoes, clothing, and nearly everything
associated with him (Michael Jordan Biography).
In addition, Jordan positively influenced Nike sales though his playing style. Jordan was
a prolific basketball player. He is arguably the best basketball player of all time. His playing
style on the court was flashy and exciting. Flash and excitement attracts fans to athletes. Jordan
was also a highflyer. He was known for making some amazing slam-dunks. He won the 1986-87
Slam dunk competition. After that slam dunk contest, Nike changed the Jordan logo from a
basketball with wings to the legendary jumpman logo (Jordan Brand History). Nearly everyone
wants to jump high like Jordan and play like Jordan. This is a key component in the sales of
Jordan shoes. For example, every time I see the jumpman logo, I think about the legendary freethrow line dunk he had in the 1987 slam dunk competition. The logo is similar to the end of the
free-throw line dunk in which Jordan jumped up and spread his legs and held that pose through
the end of the dunk. In fact though, the logo did not come from this moment. The logo was
actually one of the shots captured while Jordan jumped in the air and did a ballet move not a
dunk. This was one of the many shots captured during a photo shoot (Astramkas).
A further point to be made about why Jordan positively influenced Nike sales is his
charisma and determination. Charisma is “a spiritual power or personal quality that gives an
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individual influence or authority over large numbers of people"(Charisma). Jordan certainly has
charisma which can explain his large following and the effect he has on others. Michael Jordan
has an influential smile, which is his signature trademark. People are drawn to Jordan by his
demeanor and charm. He is calm, cool, and collected. The Jordan brand reflects Jordan’s
personality. Also, Jordan was a leader on the court. He made the players around him better. He
influenced Scottie Pippen, a little known player out of college into becoming a Hall of Fame
NBA player (Bonk).Jordan has the infectious personality that affects others. Julian Rubinstein
an award-winning journalist, said when he met Jordan, it made him sit up straighter, speak more
clearly, and even smile more easily (Rubinstein). Jordan has the personality that fans admirer.
His fans want to buy his products and be like Mike.
Jordan also had tremendous determination. Jordan was cut from his high school
basketball team, but he did not give up on basketball. It is a great story that people can relate to.
He also has a gutsy attitude. In the 1997 NBA finals, Jordan played game 5 with the flu.
Physicians advised him not to play. Jordan played despite their concern. Jordan played 44
minutes and led the game in scoring with 38 points (Flashback). His team won the game and
went on to win the NBA championship. This game is known as the flu game. It is a lasting
memory in fans eyes. Fans are drawn to Jordan for his competitive edge, his relentless love for
the game of basketball, and because he has heart. It takes someone with heart to lead your team
to a win with the flu. Or to come back from being cut from your high school basketball team,
into being arguably the best player to ever play the game of basketball.
Furthermore, Jordan positively influenced Nike sales because of his business sense.
Michael Jordan is good business man. He is the most successful celebrity endorser of all time
and has helped Nike become a 19 billion dollar company (Mandell). After Jordan brand became
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a sub-brand of Nike in 1997, Jordan has signed several athletes (Jordan Brand History). The
Jordan brand team is very diverse because they have athletes in basketball, football, baseball,
track and NASCAR (Jordan). The first female athlete to sign with the Jordan brand was April
Holmes, a track star (Jordan). This was a big breakthrough for the Jordan brand as they continue
to evolve. The Jordan brand has also signed a female basketball player in Maya Moore, the first
ever female basketball player to sign with the brand (Elliot). These signings of different athletes
is widening the Jordan brand. It is bringing more buyers from different sports. People are not just
buying Jordan’s basketball shoes, they are buying his football cleats and baseball cleats. Jordan
makes good business decisions that keep the Jordan brand growing.
Jordan does not just sign athletes, he signs the best athletes in their respected sports.
Jordan has recently signed Blake Griffin, an up-and-coming superstar and already a two-time
NBA All-Star in his previous two years in the NBA. Jordan is quoted as saying, “Blake has
captured the essence of what the brand stand for through his style of play and love for the game
of basketball. He is an amazing athlete and person who we look forward to working with for
many years” (Martinez). This quote lists some of the reasons why Jordan was so successful
himself in selling shoes and apparel. Jordan is poised to take over the shoe market, “Three out of
every four basketball shoes sold are Jordan brand. Jordan brand has 10.8 percent share of the
overall U.S. shoe market, which makes it second biggest brand in the country, behind its parent
company, Nike” (Snapp). Jordan is controlling the shoe market and has made Nike the most
successful brand in the country.
In conclusion, Jordan has positively influenced Nike sales because he is a winner, he has
charisma and determination, he is a good businessman, and he is arguably the best basketball
player ever. No other shoe endorser has the same reputation and list of credentials as of Jordan.
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Jordan has earned the respect and admiration of fans from all over the world. He keeps making
countless business moves to help Nike and the Jordan brand stay on top. I am amazed by what
the Jordan brand and the Nike Company have accomplished and I do not expect them to slow
down one bit anytime soon.
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Work cited
Astramskas, David. "The Origin of the Jordan Logo Aka The $5.2 Billion Image." Ballislife.
N.p., 11 Nov. 2011. Web. 07 Nov. 2012. <http://ballislife.com/the-origin-of-the-jordanlogo-aka-the-5-2-billion-image/>.
Bonk, Thomas Bonk in San. "Michael Jordan Brings Charisma and Cigars to Help Cart off
Ryder Cup." The Guardian. Guardian News and Media, 24 Sept. 2012. Web. 05 Dec.
2012.
Elliott, Rich. "Maya Moore Makes History as First Women's Player Signed by Jordan Brand."
Connecticut Post. N.p., 18 May 2011. Web. 31 Oct. 2012.
<http://www.ctpost.com/uconn/article/Maya-Moore-makes-history-as-first-women-splayer-1385029.php>.
"Flashback #31: Jordan Flu Game (1997)." CBS Chicago. N.p., 14 Feb. 2012. Web. 19 Nov.
2012. <http://chicago.cbslocal.com/2012/02/14/flashback-31-jordan-flu-game-1997/>.
Heller, Steven. "The story behind the Nike Swoosh." Saloncom RSS. N.p., 9 Aug. 2011. Web. 18
Nov. 2012. <http://www.salon.com/2011/08/10/nike_swoosh_imprint/>.
"History & Heritage." NIKE, Inc. -. Nike, Inc, n.d. Web. 29 Oct. 2012.
<http://nikeinc.com/pages/history-heritage>.
"Jordan." Jumpman23. N.p., n.d. Web. 01 Nov. 2012.
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<http://www.nike.com/jumpman23/index.html>.
"Jordan Brand History." Jordan Brand History. N.p., n.d. Web. 31 Oct. 2012.
<http://jordanluver17.webstarts.com/jordan_brand_history.html>.
Mandell, Zack. "Nike: How Michael Jordan Built a Brand." Yahoo! Contributor Network. N.p.,
Feb.-Mar. 2011. Web. 31 Oct. 2012. <http://voices.yahoo.com/nike-michael-jordan-builtbrand-7929892.html>.
Martinez, Juan. "Blake Griffin Officially Joins Jordan Brand, Wears Super.Fly against the
Lakers." Examiner.com. N.p., 3 Nov. 2012. Web. 07 Nov. 2012.
<http://www.examiner.com/article/blake-griffin-officially-joins-jordan-brand-wearssuper-fly-against-the-lakers>.
"Michael Jordan Biography." Bio.com. A&E Networks Television, 2012. Web. 31 Oct. 2012.
<http://www.biography.com/people/michael-jordan-9358066?page=2>.
Rubinstein, Julian. "A Farewell to Michael Jordan." Julianrubinstein.com. N.p., Mar.-Apr. 1999.
Web. 6 Dec. 2012.
Siemers, Erik. "Phil Knight, Nike and the Oprah Shoes." Widgets RSS. N.p., 26 Apr. 2011. Web.
05 Dec. 2012
Snapp, Dann. "Jordan Brand Is Losing Its Luster | Brandemonium." Jordan Brand Is Losing Its
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Luster. N.p., Jan.-Feb. 2012. Web. 07 Nov. 2012.
<http://www.brandextract.com/blog/2012/02/14/jordan-brand-is-losing-its-luster/>.