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Jordan, an iconic name for an iconic brand. To fully understand what the brand stands for, you need to know the man behind its foundation: Michael Jordan. Perhaps the most famous athlete in the world, the man nicknamed "The G.O.A.T. " is one of the most admired sportsmen in the history of basketball and sport in general! In 1984, still at the beginning of what was to become a remarkable career, he signed a sponsorship contract with the sports equipment manufacturer Nike. For the record, the Swoosh brand was never the player's first choice. Wearing Converse shoes throughout his formative years, specifically the Chuck Taylor 70 model, Michael Jordan wanted to be sponsored by the star brand .... The brand did not consider him "promising" enough and refused. Nike then made an offer to the young athlete, which he decided to decline, before trying his luck with their long-time competitor: Adidas. Unsatisfied with the proposal of the German brand, he finally accepted a deal with the American equipment manufacturer. Nike had indeed come back with a financial offer that the future Hall of Famer could not refuse: 2.5 million dollars over 5 years, as well as the creation of a clothing line in his name and payment of royalties for each item sold.
The first silhouette of this partnership, the Air Jordan 1. It was an immediate commercial success, fuelled by the controversy the model created in the field. A second model of the Air Jordan was released with more limited success. Next came the Air Jordan 3 designed by Tinker Hatfield. The deal took a whole new turn, with the athlete creating his own brand within Nike in 1997. A historic event in the history of sport, making him the highest paid sportsman in the world. This is how the brand with the Jumpman, Air Jordan was born. More than 100 models will emerge from this association including the Air Jordan 5 or the Air Jordan 6. The brand acquired an unprecedented worldwide resonance, becoming the benchmark for sports equipment. As for the rest ... The rest is history!
More recently, the Jumpman brand has built on the success of several silhouettes to shape its image. We note the multiplication of the colours of its very trendy Air Jordan 1 Mid several reissues of the iconic Air Jordan 1 High as well as numerous editions of the Air Jordan 1 Low. Other lesser-known silhouettes such as the Air Jordan 11 or one of the revelations of the year, the Air Jordan 4The brand's lookbooks also feature other lesser-known silhouettes, such as the or one of the year's revelations, the
As one of the most coveted brands of sneakers , Jordan does not hesitate to adapt its models by making important partnerships. For example, the Air Jordan 1 Retro High in collaboration with Virgil Abloh and Off-White or the one for the film Spider-Man, paying tribute to the mythical Marvel hero. The brand of " his Airness", sponsors sports, films or artists and is thus deeply involved in urban culture. We can note the magnificent collaboration with the Houston rapper Travis Scott. The singer revisits the iconic Air Jordan 1 by reversing the swoosh with a unique mocha colorway. More than a brand, Jordan is today a universal symbol.
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