Nike was not doing so well early in 1984. Excitement was draining from the brand because people were becoming disinterested and bored with them. They definitely needed something big to happen so that they could reconstruct the company and attempt to move forward. At the same time, Michael Jordan had just entered the league and had several other product endorsements. Nike wanted a piece of him. However, Michael had faithful ties to both Adidas and Converse from his college days. Luckily for Nike, converse had both Magic Johnson and Larry Bird signed to contracts. They had little interest in spending more money. Adidas was having other problems at the time and in turn was not interested either. Michael did not see what Nike had to offer him early on, but his agent David Falk talked him into going to a meeting where they would discuss Jordan basketball shorts and shoes.
In this period of time there were not too many companies willing to bet a huge amount of their budget on an athlete. The market for that type of strategy was yet developed. Because little resulted from past experiments, most were not willing to take the risk.
However, Nike saw something really extraordinary in Michael. They were willing to bet everything they had on him. They fell in love with his personality, heart, and charisma. They just knew he was going to be a star and they wanted to be part of the process. After much persuasion and a special video presentation, Michael finally agreed to make the deal with Nike.
A five year deal was signed with Nike that was valued at $2.5M and included fringe benefits and royalties. Peter Moore created the first Jordan brand logo and it was a design of a basketball with wings. The first shoes were released soon after. However, they caused a lot of controversy. Soon they were forbidden from the NBA because of the color contrast, but Michael wore them continuously.
Convincing Michael to say yes was the toughest task of the whole thing. They lost two designers after some success because they wanted to start their own business. This was probably the best thing that happened for the business. Tinker Hatfield almost single handedly revolutionized the whole design process once he came on board and is owed a lot of credit for the success of the line.
In 1987, the logo was changed to the familiar Jumpman logo that we all recognize today. This logo is now on everything that comes from the line including, shorts, t-shirts, sweats, accessories, and everything else. Jordan became separate from Nike in 1997 and the famous Nike Swoosh is no longer included on the apparel.
The quality of clothes that they make is very high. Their line of shorts includes the Baseline, Fadeaway, Warm Up, Warm Up Performance, and Remix. Of course their cloths can be pretty expensive, but they are worth it.
People from all around the world and of all walks of life enjoy these cloths. A big part of the success is that Jordan's ideas and life was incorporated into it. This is a brand that is going to be around for a long time.