nike-airjordan-190131170852

Nike - Air Jordan
Introduction
•Nike, originally known as Blue Ribbon Sports (BRS),
• Was founded by University of Oregon track athlete Phil Knight and his coach Bill Bowerman in
January 1964
• The Air Jordan is a brand of Nike basketball shoe named after Michael Jordan.
• Jordan signed an endorsement deal with Nike in 1984.

History
•Early in 1984, Nike was a struggling shoe company.
•The ‘ running shoe’ phenomenon of previous years was slowly dying and they needed a way to revitalize and
reinvent themselves
•Nike approached Michael Jordan for a celebrity endorsement as Nike saw something special in Michael
Jordan, though. They saw a chance, an opportunity.
•He was a champion with personality, charisma, and heart, and they were willing to put the company on the
line. They knew from the beginning that he would be a star and wanted to help him get there.
•Jordan, though, had other ideas. He had always preferred Adidas or the Converse shoes endorsed by North
Carolina Coach, Dean Smith, and hoped to sign on with either company.

•Finally, after much persuasion from his manager and parents, the reluctant rookie agreed to fly to the Nike
headquarters in Portland, Oregon
•After seeing the shoes and presentation He is reported to have said, - "I can't wear that shoe, those are Devil
colors" - -Throughout the entire meeting Jordan was reported to seem disinterested and bored, but as he and
Falk left the meeting,
• Finally Jordan said to his agent, “ Let's make the deal."
• With those four words, the Air Jordan legacy was born.
•Nike signed Jordan to a $2.5 million deal for 5 years, plus royalties and other fringe benefits.
•Peter Moore created the first AJ Logo with a basketball with wings lifting it.
Brand Birth