OUR TURN

Jordan displayed charisma, superior skills, high-flying athleticism and a determination to win at all costs in his basketball career. He won six championships with the Chicago Bulls and was influential in globalizing and commercializing the game of basketball and its stakeholders. Mirroring the franchise’s colors, Nike released the Chicago star’s first signature shoe, Air Jordan 1, a model centered around black and red that disrupted the status quo of white sneakers.

The Air Jordan 1 faced a backlash from the NBA after Jordan donned the black and red sneakers during a preseason game in 1984. The NBA sent a letter to Nike, stating “the red and black Nike basketball shoes…” violated league policy, incurring a $5,000 per game fine. The NBA policy was that “shoes had to be 51% white and in accordance with what the rest of the team was wearing.” 

Nike welcomed the controversy, agreeing to pay each fine. The company’s investment in the polarizing sneakers grew in publicity and transcended into a statement of going against the establishment, according to Kunkel. 

“Expressing individuality through a unique style and not conforming to norms tends to resonate with people,” Kunkel said. “It’s the perception of being a rebel and the anti-establishment Air Jordan 1 grew in popularity instantly.”  

Nike capitalized on the controversy by producing a commercial about the NBA’s ban on its sneakers. The voice over in the Air Jordan 1 “Banned” ad said: “On Sept. 15, Nike created a revolutionary new basketball shoe. On Oct. 18, the NBA threw them out of the game. Fortunately, the NBA can’t keep you from wearing them. Air Jordans. From Nike.”

Just two months into the sneaker’s release, Nike sold $70 million worth of Air Jordans by May. Ultimately, the Jordan Brand had made the company more than $100 million by the end of the year in 1985.

“Fans were looking to see if he would wear the forbidden shoes in a game. Cameras were on his sneakers, and the nation was talking about the Air Jordans. With no threat of a fine, there is no controversy,” Kunkel added. “It’s the best money invested by Nike.”