Drew Shoe Company

In early 1984, Nike was a shoe company in difficulty. The running shoe phenomenon that has fueled their sales in previous years was slowly dying and they need a way to revitalize and reinvent themselves to appeal to another segment. At the same time, rookie player Michael Jordan was already endorsing several products, but Nike hoped that his appeal would generate sales. Jordan, however, had other ideas. He had always preferred Adidas or the Converse shoes endorsed by North Carolina coach Dean Smith, and hopes to sign with either company. Converse, with Larry Bird and Magic Johnson on board spokesman, are not interested in offering a better deal than Nike, Adidas and was not interested at once, perhaps due to Kathe Dassler's death the same year. While Jordan, himself, did not initially see the significance of Nike's offer, his agent, David Falk, saw a golden opportunity in Nike's offer to create a new line shoes called "Air Jordan". and urged him to give Nike a chance.

At that time, there was not a huge impact from a shoe endorsement, and few companies were willing to risk much of their marketing budget to bet on one athlete to promote their products. An athlete as paid for wearing the products, but almost all the result of an approval. It is possible that the reluctance of Jordan derives from this fact, as much as his allegiance to Converse and Adidas products.

Nike saw something special in Michael Jordan, though. They saw an opportunity, an opportunity. He was a champion of personality, charisma, and heart, and they were ready to put society on the line. They knew early on that it would be a star and I wanted to help him get there. Finally, after much persuasion from his manager and parents, the reluctant rookie decided to fly to the Nike headquarters in Portland, Oregon to see a special video presentation and proposal but said later that, in retrospect, he went with no intention of signing with Nike.

The video presentation featured slow-motion clips of Jordan's college career and some of his high-flying Olympic movement with background music then click "Go" by The Pointer Sisters. Nike Head Designer, Peter Moore presented sketches of AJ1 shoes, pants and sportswear, all in black and red. Michael comments on seeing the designs were less enthusiastic. He said: "I can not wear this shoe, these are colors Devil"

Throughout the entire meeting Jordan was reported to seem disinterested and bored, but as he and Falk left the meeting, Jordan said his agent, "Let's make the case."

With these four words, the Air Jordan legacy was born. Nike Jordan has signed a $ 2.5 million for 5 years, plus royalties and other benefits. Peter Moore created the first AJ Logo with a basketball with wings lifting it. The introduction of the Air Jordan I turned the field of sports shoe upside. Before the AJ I, most basketball shoes were white, but the boldly styled black and red Jordan I flouted this Convention. The NBA banned the shoe from the league in response, but Jordan wore them anyway, racking up serious fines of up to $ 5,000 a game. Nike, of course, was more than happy to pay these to keep the shoes on Jordan and the public eye. All this controversy and Jordan's spectacular numbers that year served to put the Air Jordan line on the road to becoming a household name.

After winning 1986-87 Slam Dunk competition at Seattle Coliseum, the Jordan logo changed the familiar Jumpman logo of today, but when it came time to talk about the Air Jordan.