The Air Jordan sneaker turns 40 this year. Luke Burbank traces its origins back to NBA legend Michael Jordan's first meeting with Nike, then a relatively small sneaker company in Oregon.

Beaverton

The Air Jordan sneaker, widely regarded as the most successful basketball shoe in history, marks its 40th anniversary. The iconic shoe first emerged following a pivotal meeting in the mid-1980s between then-NBA rookie Michael Jordan and representatives from Nike, which was at the time a relatively small footwear company based in Oregon. The initial offer presented to Jordan was unprecedented for the era—$2.5 million to wear the brand’s shoes, a sum significantly higher than offers made to other players.

When Nike launched the Air Jordan in the following year, expectations were modest, with projected sales of $3 million. However, the brand quickly surpassed these goals, reaching $126 million in sales in its first year. The rapid success was fueled by Jordan’s standout performances on the basketball court, coupled with Nike’s innovative marketing campaigns, which resonated with a broad audience and helped position the shoe as both a fashion statement and an athletic product.

The design of Air Jordans has played a crucial role in their lasting popularity, blending advancements in sports technology with distinctive visual elements. Over the decades, the Air Jordan line has expanded, with new models released annually. High-profile collaborations, such as the Christian Dior Jordans, have further elevated the brand’s prestige in both sportswear and fashion circles.

Today, the Jordan brand operates as a standalone division within Nike, generating approximately $7 billion in yearly revenue. Chief Design Officer Jason Maiden oversees the development of new products, with Michael Jordan remaining actively involved in design decisions. The brand’s ongoing influence has led to the creation of community initiatives and academies dedicated to sneaker culture.

The enduring appeal of Air Jordans is attributed by those involved in its development to more than just its performance or design. According to long-time Nike executive Howard White, the brand’s significance extends beyond basketball, embodying broader themes of self-expression and empowerment.



40 years of Air Jordan

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