Before the AIR JORDAN, all basketball shoes were white. This simple statement only begins to describe the sheer magnitude of the changes that were about to occur to the sport of basketball and to the athletic footwear industry once Michael Jordan entered the league. Since Michael’s arrival and the launch of the AIR JORDAN franchise, both the game and the industry have been utterly transformed.
Each year, a new AIR JORDAN is unveiled. An annual event since its debut in 1985, each unveiling has been met with ever-increasing anticipation from the media, the industry, and the buying public. AIR JORDANs perennially dominate the market in sales and demand, establishing with each year’s model higher benchmark standards in design, innovation and performance for the entire athletic footwear industry. At the heart of the franchise is the perfect synergy between athlete and technology – Michael Jordan, the greatest player in the history of basketball, and the shoes he’s worn throughout his illustrious career that epitomize his relentless dedication to performance, innovation and achievement.
Today’s AIR JORDANs continue to build on the franchise’s rich history of innovative design and uncompromising performance. Inspired by the greatest to ever play the game, the franchise continues to lead and shape the athletic footwear industry into the future. As Michael’s legend continues to grow, his legacy in the AIR JORDAN franchise lives on.
Air Jordans were an instant hit thanks to a high flying rookie as well as one of the best marketing campaigns put together by Weiden and Kennedy. Air Jordan shoes have been the top selling signature basketball shoe that Nike has ever produced. In addition to the signature Air Jordans, Jordan Brand has a major presence in the basketball and lifestyle market. Despite the fact that Michael Jordan retired from basketball in 2003 (for the 3rd time) Air Jordans are still the top selling models for many sneaker retailers. The legacy of Michael Jordan lives on with the release of new Jordans each year and re-releasing retro Air Jordans. Retro Air Jordan shoes are remakes of the classic Air Jordans either in the colors Mike wore back in the day, or slightly modified to match with current trends. Beginning in 2005, Jordan Brand has brought back several “hybrid” Jordan shoes that take individual components from different Air Jordans and form one individual shoe. As part of the 23 year celebration, Jordan Brand started a multi-year campaign “fusing” the Air Force 1 with Air Jordans creating the Air Jordan Fusions.
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