Air Jordan Collaborations

The Nike Jordan 4 metallic Air Jordan is an iconic sneaker whose popularity was one of the prerequisites for the emergence of the sneakerhead culture. According to legend, the AJ1 first came out in 1984 and immediately got banned by the NBA for being too bright - before the advent of the Air Jordan, all basketball shoes were white. This simple remark already shows part of the impact that the Jordan sneaker line has had on the basketball industry and sports shoes.

Thanks to the brand's progressive marketing and the fact that the shoe was worn by the most popular basketball player in history, the NBA quickly adapted to the cultural changes that the Air Jordan brought to the sport.


HISTORY OF THE AIR JORDAN BRAND

After Michael Jordan joined the Chicago Bulls in 1984, the basketball player signed a 5-year, $2.5 million contract with the Nike brand. Nike developed the Jordan Brand, all of whose products were dedicated to the athlete.

In 1985, the NBA banned Jordan from playing in red and black shoes that did not comply with the rules of the Association. Nike seized on the ban to promote their Air Jordan I, claiming that Jordan wore them. The model arrived in stores in the spring of 1985 and immediately became extremely popular - by the end of the year, Jordan's revenue amounted to more than $ 100 million.

Starting with AJ3, the brand's logo was Jumpman - Jordan 4 metallic, throwing the ball into the basket in a jump. Since then, over 30 Air Jordan silhouettes have been released in hundreds of colors and variations. Jordan Brand has become so successful that the profits received from it have long exceeded the fees of an athlete in the NBA. While Jordan continued his professional career, the brand released new sneakers every season. According to sneaker resale experts, the youth of 1984-2003 (when Jordan left the NBA), who elevated the basketball player to a cult, was in many ways a determining factor in the brand's success.

Like all passing trends, at some point the Jordan Brand lost its former popularity: by 2014, due to a shift in fashion and a new generation of buyers who knew little about the personality of Michael Jordan, the brand's sales fell. But in 2017 — after Nike lost its Kanye West contract and lost its top spot as the premier sneaker brand to adidas — the Jordan Brand went for something it had avoided before: non-sports-related collaborations. The brand began collaborating with streetwear label Off-White and then with rapper Travis Scott. Nike has also taken steps to reach its original audience with retro releases associated with Jordan (such as the Air Jordan 1 Retro High).

Today, the Air Jordan is still built on the franchise's rich history, innovative design and uncompromising functionality. As Michael Jordan's success story becomes a true cultural legend, his legacy continues to be reborn in Jordan Brand products.


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