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AIR JORDAN BRAND: A LEGACY BEYOND A BRAND

MICHAEL JORDAN: THE GREATEST BASKETBALL PLAYER OF ALL TIME

Jordan, an iconic name representing an iconic brand, is rooted in the legacy of its founder: Michael Jordan. Known as "The G.O.A.T.", this world-famous athlete is highly admired in basketball and sports history. In 1984, at the beginning of his remarkable career, he signed a sponsorship deal with Nike. Although Converse was his initial preference, the brand declined to sponsor him, leading to his partnership with Nike. The Beaverton-based company offered him a deal worth $2.5 million over five years, along with his own clothing line and royalties for each item sold.

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

In 1985, the first collaborative silhouette, the Air Jordan 1, was launched. The model gained instant commercial success due to its controversial presence on the court. Each time MJ wore the pair in a game, he faced a $5,000 fine for violating the NBA's dress code, which Nike happily paid given the sneaker's popularity.

The second Air Jordan model was released in 1986 but faced mixed success due to its high price. For the Air Jordan 3, Tinker Hatfield took over the design following the Air Jordan 2's disappointing reception. Hatfield's work on the third edition, released in 1987, revived the collaboration between Jordan and Nike. He continued to create iconic designs, such as the Air Jordan 5 and Air Jordan 6.

In 1997, Jordan established his own brand within Nike, cementing his position as the world's highest-paid athlete and creating the Jumpman logo. Over 100 models have since emerged from this partnership, with Air Jordan becoming a global sports equipment reference.

OFF-WHITE, TRAVIS SCOTT, KAWS: UNPARALLELED COLLABORATIONS

Today, Jordan Brand enjoys immense popularity, thanks to numerous collaborations with other renowned brands, such as Off-White, Dior, and Spider-Man. The brand sponsors basketball players, teams, and even extends its reach to movies and artists, partnering with Paris Saint-Germain since 2018. Its collaboration with rapper Travis Scott, featuring the inverted swoosh, has become legendary. More than just a brand, Jordan now symbolizes a universal legacy.

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