Mirroring the franchise’s colors, Nike released the Chicago star’s first signature shoe, Air Jordan 1, a model centered around black and red that disrupted the status quo of white sneakers. He won six championships with the Chicago Bulls and was influential in globalizing and commercializing the game of basketball and its stakeholders. Jordan displayed charisma, superior skills, high-flying athleticism and a determination to win at all costs in his basketball career. (Contributed photo) How did the Air Jordan 1 revolutionize basketball sneakers and sports marketing? Kunkel predicts the new movie Air will cause an increase in Nike sales and Air Jordan 1 price that sneakerheads may stock up on to collect or resell. Thilo Kunkel is an expert on athlete brand development and monetization. The Nike-Jordan partnership revolutionized athlete endorsements, and Jordan paved the way for other athletes to make millions from sponsorships. Nike ran with the “banned narrative” that became their own kind of advertising campaign, selling $70 million worth of Air Jordans within two months of the sneaker’s release. The NBA’s ban on Jordan’s black and red colored sneakers incurred a fine of $5,000 per game.Thus, more brands shifted their marketing focus to individual athletes, not teams. The Jordan Brand had made Nike more than $100 million by the end of the year. Released on April 1, 1985, Peter Moore, a creative director at Nike, designed Air Jordan 1, which retailed for $65. His first contract with Nike redefined how brands signed individual athletes and even celebrities to shoe deals. In Jordan’s first sneaker contract, he signed a five-year, $2.5 million deal with Nike in 1984. The Jordan Brand’s reach goes beyond the actual game of basketball and into sports, entertainment, streetwear culture, fashion and lifestyle. Michael Jordan has had a symbiotic relationship with Nike, and together they grew into two of the most popular sports brands in the world. Thilo Kunkel, associate professor at the School of Sport, Tourism and Hospitality Management, explains how Jordan’s influence expanded beyond basketball and into sports marketing, athlete endorsement deals, fashion, popular culture and the rise of sneaker culture. In response, Nike’s basketball guru Sonny Vaccaro (Matt Damon) urged Knight to gamble its $250,000 basketball marketing budget entirely on Jordan, who eventually signed a five-year, $2.5 million endorsement deal. This biographical sports drama, directed by Affleck and written by Alex Convery, takes place in 1984, when Nike had branded itself as a running shoe company, and co-founder Phil Knight (Ben Affleck) wanted to breathe life into its struggling basketball division. The game-changing partnership transformed Nike into the world’s largest athletic apparel company and Jordan into a global and cultural phenomenon. Exclusively in theaters on April 5, the film tells the story of Nike’s signing rookie basketball player Michael Jordan to his first sneaker deal. For the first time in over 20 years, Ben Affleck reunites with Matt Damon to star in a new movie, Air.
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