Air Jordan Sports Brand Review Development History

Jordan Brand, which began in 1985, is entering the most glorious thirtieth years. Just past the NBA all star weekend, the streets of New York also Air Jordan's big poster, this is the first anniversary of AJ30 activities, Jordan Brand NBA players, have shouted out "I" m not Michael, not "slogan", this ad cleverly opened the English name of Jordan, it means that I am not Michael Jordan, I am a member of Jordan team, full of charm.

Back in 1984, 21 years old. Jordan In the first round of the NBA draft, third were selected by the Chicago bulls. Before that, Jordan's agent David Falk (David Falk) had already started looking for a sponsor for his shoes. Neither Falck nor Jordan thought that they would redefine the concept and business model of basketball shoes in the future.

At that time, the footwear industry in the United States was extremely competitive. Nike was in a difficult position. They found out that Jordan, though the latter didn't like the brand, decided to bet on the rookie.

Now we all know that Nike has won this big gamble.

In fact, Nike did not enter Jordan's consideration at the beginning. Jordan wants to go to Adidas, if not, go to CONVERSE, the industry leader of that era, with the signing of "magician" Johnson, "Dr. J" Julius Owen and "big bird" Larry Byrd and other super stars. However, these stars have no exclusive signature sneakers, and CONVERSE has not even tailored TV advertisements for them.

"Adidas was my favorite sneaker," Jordan wrote in an e-mail interview. "I wore CONVERSE shoes in the competition, but when I was training, I always wore Adidas. David talked with Nike at that time and wanted them to create a production line for me. And I have visited CONVERSE, Spot-Bilt and new company. I don't even want to talk to Nike. "

　　 Nike They didn't lose heart. They made a short video of Jordan dunking to the Jordan family. Jordan's parents were moved, persuaded Jordan to meet Nike and forced him into the plane.

Jordan was surprised to see his film. He said it was the first time he realized that playing basketball can be an art. Then Jordan and Nike met, and both sides had a good one. Communicate 。 On the contrary, several meetings between Jordan and Adidas boss were extremely unpleasant, and Adidas was unwilling to sign Jordan at a big price. "When Nike officially offered the offer, I went back to Adidas to see if they matched the contract, and they didn't offer the contract price far away. Finally, I chose to sign a contract with Nike.

It is Falck who has seen the brilliant future of the "Jordan" brand. He is not only a superstar of NBA, but also a legend of a brand.

"I told Nike that this is not a question of money," Falck said. "They have to create a series of products for Jordan." Falck suggested that Nike would name this series of products as "Michael Jordan", but then Nike executives RobStrasser Tucao.

"Rob says no one will believe that a 20 year old basketball player can become a designer," Falck said. "I said," how does that series of signature shoes do not have a ball signature? "Rob admitted that this is indeed a problem.

At that time, Nike was promoting AirSole for its running shoes, and Falck came up with an instant inspiration and came up with the name AirJordan. "It took me two minutes," Falck said.

Falck reached an agreement with Nike. The endorsement contract that Jordan got was $2 million 500 thousand for 5 years. The 500 thousand dollar era fee does not seem worth mentioning at the moment, but in those days, CONVERSE's top stars were 100 thousand dollars a year. In addition, Falck also won 1500 shares of Nike stock for Nike. Nike also promised to invest at least $1 million in marketing for the first six months after the issuance of AirJordan shoes.

This is undoubtedly the largest venture capital in all the history of professional sports at that time.

"Michael is still joking with me." (business) is your first good idea and the last one! "Falck said.