Welcome to the 242nd insertion of DEMUR®, an analytical series highlighting the intricacies of the artistic world and the minutiae lying within. In this episode, we study one of the greatest marketing campaigns in fashion history, exploring how Nike and Michael Jordan rebelled against the NBA's '51% white' rule, changed sneaker history, and broke first-year sales goals by 12,500%.
Thirty-eight years ago, Nike made a $2.5 million investment in an NBA rookie who hadn't set foot on the professional basketball court. At the time, the half-million dollar advance was the sportswear company's most significant payment to an endorsed athlete, beating out competitors like Adidas and Converse after weeks of term negotiations. Fighting for the world's first merchandise royalties over a five-year, $500,000 annual payout, the corporately contested move would quickly become a cornerstone of the Nike sphere.
The lucrative prospect's name was Michael Jordan, who, at the time, was a 22-year-old, undiscovered reservoir of greatness. During the singing process, Jordan initially sided with Adidas as they produced his favourite shoes; however, after reading both companies' offers, Nike's willingness to create something authentic out-trumped competitors. The sportswear company intended to endorse Jordan as a personality, prompting executives to challenge the league's dress code guidelines.
Taking aim at the so-called 51% Rule, which required all shoes to have 51% black or white colouring, Nike realized the marketing potential of an illicit silhouette and pledged to send the NBA $82,000 at the start of the season, covering every game of wear. However, Howard Stern informed executives that Jordan would be fined $1,000, $5,000, and $10,000 and then be kicked out of the league, forcing the brand to provide Jordan with a complying shoe during his rookie season. The Jordan 1, referred to as the 'banned shoe', was never worn that year; it was simply featured in a Nike commercial that blurred out the shoe and framed it as an illegal silhouette, igniting a Mandela effect of mythical fines and stories.
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