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Michael Jordan Broke The Rules
How a basketball player transformed the shoe industry
Ali Kaltman
September 29, 2024
Brand: Nike Jordan
Campaign: Launch
Read time: 5 minutes
💬 Overview 💬
Nike has faced some challenges recently… particularly with their transition to DTC not going as expected.
(This podcast sums it up pretty nicely.)
But I want to revisit a product that played a major role in shaping the company we know today.
~The Jordan~
Rather than diving into the entire legacy of the Jordan brand (for that, I recommend the movie Air), I want to focus on one critical aspect that made the line so successful:
The Jordan Launch
💙 The Branded Moment 💙
In the mid-1980s, the NBA had strict rules about what players could wear on the court, with Converse Chuck Taylor All Stars (!!) being the standard for basketball shoes at the time.
But Michael Jordan wanted something different—something that matched his style and elevated his game.
He turned to Nike with a bold request: create a shoe just for him.
Nike was initially unsure, but they eventually agreed.
The result was the Air Jordan 1, a groundbreaking shoe with a striking red and black design.
However, the NBA wasn’t as enthusiastic.
The league fined Jordan $5,000 every time he wore the shoes during a game, citing that the bold colors violated uniform regulations.
Here’s where Nike’s genius came in:
They happily covered Jordan’s fines, turning the controversy into a marketing win.
The exact total is unclear, but Nike’s willingness to pay the fines generated a TON of conversation and helped propel the Air Jordan brand into the legend they are today.
💡 Results 💡
The controversy around Jordan’s fines only fueled public interest, and Nike capitalized on the moment by launching an aggressive marketing campaign around the Air Jordan 1.
The shoes became an instant sensation, selling out across the country.
What started as a risk turned into one of the most successful sneaker launches in history, with the Air Jordan line becoming a billion-dollar brand on its own, revolutionizing the athletic footwear industry.
It also put Nike on the path to becoming the behemoth that it is today.
Lastly, the partnership between Jordan and Nike changed the structure of endorsement deals forever.
🎬 Take Action 🎬
Today’s food for thought: risk & reward
The running joke amongst marketers is that legal loves to say no.
That being said, we have to know when to push and when to give in.
Instead of accepting a no, marketers have to understand all consequences and then decide what the upside is.
In the case of Jordans, the upside was much greater than fines itself.
So… when presenting your case for crazy marketing ideas, remember to take calculated risks.
(And no… I’m not advocating for doing anything illegal, but sometimes, solutions exist that can be worth calculated risks 😅)
What’s New This Week
One new product I tried this week 👉 Truvani Protein Powder was recommended to me. Love that it’s pea protein vs. whey and tastes delicious.
One new campaign I’m loving 👉 Liquid Death makes a cold plunge shaped like a can.
One new show/podcast/content to consume 👉 Nobody Wants This. The romcom is back and better than ever. And even my husband loves it!! Huge fan.
Brandkeeping
If you enjoyed this newsletter, please forward it on to 3 marketers you know!
And if you have a brand or campaign you want to spotlight, please reply directly to this newsletter.
Let’s chat!
See ya!
Ali
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