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AIR JORDAN BRAND: MORE THAN A BRAND – A REFERENCE

MICHAEL JORDAN, THE MOST TALENTED BASKETBALL PLAYER OF ALL TIME

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.

AIR JORDAN 1, AIR JORDAN 3, JORDAN 4, EMBLEMATIC SILHOUETTES

The first silhouette of this partnership is released, the Air Jordan 1. It was an immediate commercial success, fueled by the controversy that the model created in the field. A second model of the Air Jordan model with a more mixed success was released. Then came the Air Jordan 3 created by Tinker Hatfield. True success, the agreement takes a whole new turn, the athlete then creates his own brand within Nike in 1997. A historic fact in the history of sport, making him the best paid sportsman in the world. This is how the brand Jumpman, Air Jordan is born. More than 100 models will emerge from this association including the Air Jordan 5 or the Air Jordan 6. The brand acquires a worldwide resonance that is still unheard of, until it becomes the reference in terms of 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 colors 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 silhouettes less highlighted as the Air Jordan 11 or one of the revelations of the year, the Air Jordan 4also make their appearance in the lookbooks of the brand.

OFF-WHITE, TRAVIS SCOTT, KAWS, UNIQUE COLLABORATIONS

Part of the most coveted brands of sneakers , Jordan doesn't hesitate to decline its models by realizing important partnerships. For example, the Air Jordan 1 Retro High in collaboration with Virgil Abloh and Off-White or the one of the movie Spider-Man, paying tribute to the mythical Marvel hero. The brand of " his Airness", sponsors sports, movies or artists and is thus deeply involved in urban culture. We can note the magnificent collaboration with the rapper of Houston 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 now a universal symbol.