Imagine a world where Michael Jordan didn’t wear those legendary Air Jordans on the court. It’s almost unimaginable! The Air Jordan wasn’t just another basketball shoe; it became a cultural phenomenon that transcended the sport. And its success opened the floodgates for athlete collaborations, paving the way for a new era of marketing, branding, and positioning.
And what better than to watch a masterpiece surrounding growth, collaboration, branding, and positioning all under one roof in all its glory?
Directed by Ben Affleck and written by Alex Convery, ‘Air’ follows the history of Sonny Vaccaro, a shoe salesman, and how he led Nike in its pursuit of signing the most outstanding athlete in the history of basketball, Michael Jordan. The film centers on the journey of the then-rookie, basketball player and Nike’s failing basketball division. It explores how the two came together to create what we know today as Air Jordans.
The Jordan-Nike Partnership
Although Michael Jordan wore Converse in North Carolina, Adidas was his dream. It wasn’t that Adidas didn’t think Jordan wasn’t worthy. They were just going through a bad time after the founder, Adi Dassler, passed away, and his wife took over.
Converse, at the time, positioned itself as “We are basketball.” They had stars like Magic, Bird, Dr. J., and Mark Aguirre with them. And while they offered Jordan an offer equivalent to what the top players were earning at the time, they didn’t have innovative ideas. The company’s status as a prominent sports footwear manufacturer in the U.S. was starting to decline at the time.
Sweeps in Nike.
The brand was a rising star, with its revenue jumping from $28.7 million in 1973 to $867 million in 1983. Unfortunately, by year’s end, things had started to take a turn.
Nike reported its first loss in February 1984, and although Carl Lewis had won gold wearing Nike, there weren’t enough sales. Nike needed Jordan to sign with them, but only if they could get him on the plane for their presentation. But thanks to Jordan’s parents, James and Deloris, Jordan was flying to meet with the representatives at Nike, including Sonny Vaccaro, who was responsible for basketball.
And the rest, as they say, is HISTORY!
Despite his preference for Adidas, Jordan inked a $2.5 million, five-year contract with Nike. The contract set a new standard for its time. Nonetheless, Nike’s risk quickly yielded rewards. Jordan won the Rookie of the Year award, was named to the All-Star team for the Eastern Conference, and made the All-NBA Second Team.
When Nike debuted the Air Jordan shoe brand in 1984, the company’s initial objective was to generate $3 million in revenue within the first three years. Earning $126,000,000 in only one year, the first sneaker completely blew all projections.
According to Forbes 2020 news,
- 77% of NBA players wore Nike or Jordan in the 2019-2020 season.
- Nike’s $40 billion in the past 12 months was 60% more than Adidas’s and nearly 40 times the brand’s revenue before they signed Jordan.
Why Is ‘Air’ a Must-Watch?
The Jordan-Nike partnership is undoubtedly one of the greatest of all time, with both entities benefiting immensely. And the Amazon Prime movie beautifully brings the glorious partnership to life. But what it also teaches you is how branding works.
Power of Endorsements
As a startup and entrepreneur, you can draw inspiration from this remarkable partnership. The Air Jordan success story reminds us of the immense power of endorsements and storytelling and the impact they can have on brand building. Nike’s association with Michael Jordan not only elevated their status but also revolutionized the concept of athlete endorsements. The Air Jordan became more than just a shoe; it became a symbol of excellence, style, and aspiration.
Aligning Your Brand With the Right People
It’s a reminder of how sometimes a simple endorsement can be a game-changer, propelling your brand to new heights. By strategically aligning your brand with the right influencers or ambassadors who share your values, you can create a strong and authentic connection with your target audience. With the potential of partnerships and the power of storytelling, you can create a lasting impact.
Differentiation, Creativity, And Innovation
The movie sheds light on important topics such as navigating a competitive landscape, differentiating your brand, and capturing the attention of your target audience. Furthermore, it reaffirms that creativity and innovation are essential for marketers to stay ahead of the curve. And you can draw inspiration from the film’s portrayal of Nike’s innovative mindset, exploring how they pushed boundaries to create a product that resonated with consumers on both functional and emotional levels.
Let’s Say Our Goodbyes (Only For Now!)
The movie ‘Air’ offers marketers and brand enthusiasts an invaluable opportunity to learn from one of the most impactful partnerships in history.
Decades after its debut, the Air Jordan legacy continues to thrive. Each new release generates massive excitement and anticipation among sneaker enthusiasts. Even for those not interested in basketball, Air Jordan has become a cultural icon, embodying excellence, passion, and the relentless pursuit of greatness.
We, at StartInc, are building an inclusive ecosystem for startups to grow with the right mentorship, management, and marketing. Our goal is to nurture your story and help you create an impactful brand story. We want to build, expand, and grow your startup via branding, storytelling, and strategic business alliances.
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