Love sneakers!? If you're also wondering where did all the hype come from for Jordans, Dunks, Yeezys and rare sneakers in general, we've made a short overview of how it all began.
Michael Air Jordan
Michael Jordan is probably the most influential person in sneakers to date. Although the legend left the basketball court in 2003, his shoe and clothing brand remained long after he stopped honoring the basketball world in his presence
And if that's not enough, it's not even the end of his legacy - the documentary that surfaced on Netflix in 2020 - "The Last Dance" - gave the world a glimpse into the glorious past of the legendary Chicago Bulls and the phenomenal acting and magic of And the 90s - Michael Jordan.
The film actually gave anyone who was too young or wasn't born in the 70s the opportunity to get excited about the team's breathtaking moments, from the tremendous growth of Michael Jordan playing on a small university team in the North USA to a basketball legend and leading a new cultural genre now known as Sneaker Culture
How did Michael Jordan change our attitude towards sneakers
After graduating from the University of North Carolina, Michael Jordan signed with a small team in the city of Chicago, the Bulls. As a player on the UNC University team in the USA, (whose Jordan models in color never cease to be in demand), it could not be ignored that he made a name for himself as a star on the team and thus was selected to play for the Bulls.
After a glorious period as a Shooting Guard on the Chicago Bulls basketball team, Michael was naturally approached by many sports and fashion brands for sponsorships and deals in which his name would be signed on various products
Among other brands like the energy drink, "Gatorade", the car brand "Chverolet", and more, Michael wanted to join the fashion brand "Adidas", with a collaboration in the field of basketball shoes.
The company declined his request, claiming they are not currently interested in focusing on promoting basketball shoes
Not long after, Michael was approached by the beloved Nike brand, and considered refusing their request to meet.
After being persuaded by his mother to answer positively to their request, a meeting was arranged between Michael Jordan and Nike representatives, and the rest is history.
The initial agreement with Nike was for a total of $ 500,000 per year for Michael, with a line of basketball shoes unique to him, and this was then considered one of the highest deals made with a "novice" player ever in the basketball world.
After deals with Converse and Adidas fell, it was up to then-Nike CEO Phil Knight and his team to ensure they did not disappoint Michael.
Designer Peter C. Moore was recruited to help set up the brand, and with a sketch on the back of a paper napkin, Moore combined Jordan's miraculous ability to "fly" in the air with a simple basketball logo featuring wings, and so the first Air Jordan logo was born
The NBA Banning
During the early '80s, the NBA had strict footwear rules. Sneakers had to be white. Black and red sneakers? There was nothing, and it was considered a daring move to wear shoes in these colors.
This ban actually started a story that created one of the most sought after shoes on earth.
Nike created for Michael a shoe now known as the Air Jordan 1 High "Banned", due to this story.
The shoe colors were as mentioned red and black, contrary to NBA dress code.
It is said that Michael was warned that for every time he went up to play with the shoe, he would be fined $ 5,000
Since this is the perfect marketing move, which the NBA simply submitted to Nike on a silver platter, Nike happily instructed Michael to continue to come up and play with the shoe, and they would pay all the fines they would record.
In April 1985, Nike sold Jordan shoes worth $ 70 million. Everyone wanted to be like Mike. It was a perfect relationship.
Jordan was the hottest player in the basketball world and the fact that his shoes were banned by the NBA only added to the attraction. Now, kids on the courts all over the US will emulate the greatest player in the league. Michael Jordan was 22 years old and had already created his own sneaker heritage. And this is just the beginning
The legacy to this day
There are several reasons why Jordans have remained so relevant in sneaker culture to this day. First, we are sentimental beings.
Whether it's by linking specific colors to games or memories that blend in with the sneakers, Jordan remained part of the sneaker culture for one reason: Michael Jordan.
Without him there would be no Jordans, and without them the world of sneakers would have looked completely different.
In recent years, Jordan's brand has become much more creative, with collaborations with brands, designers and artists and all with the aim of establishing the brand and spreading the story of Air Jordan.
Familiar people, brands and figures like UNDEFEATED, Eminem, Virgil Abloh, Travis Scott, J Balvin and many more, have all contributed to the brand's importance in sneaker culture
Looking for your Jorands?
With over 30 years of history around the brand, we are happy to take you on a brief tour of how the brand has become one of the cornerstones of the world's sneaker culture. If you are looking for a pair of Jordans, Dunkies, Izzy, and more, feel free to browse the site now