The picture above is arguably one of the most iconic brands in history. That, is “Air Jordan.” The partnership between North Carolina basketball legend Michael Jordan and Nike has been among the greatest and most profitable in history. With that knowledge, it’s hard to believe that in the mid 1980s, Nike was on the verge of going under.
Nike was a northwestern United States shoe company that was having trouble finding its footing (no pun intended). Converse was a monster, especially in the world of basketball. Not only that, but the game’s two biggest stars, Larry Bird and Magic Johnson were the company’s primary spokespeople. That all changed with the emergence of the most exciting player in the world (Jordan). As he was coming into his rookie season with the Chicago Bulls, it was just assumed that he’d be added to the Converse stable. Not so fast.
“Air” is directed by Ben Affleck (who also appears in the film as Nike founder, Phil Knight). It is the tale of Nike’s unique scheme to lure Jordan to the company. What’s surprising is how big a factor MJ’s family, specifically his mother (played by Viola Davis) was in the process. The film also stars Affleck’s lifelong friend and collaborator, Matt Damon and hits theaters in April.
You can expect to hear A LOT about “Air” starting Monday. Why? According to GQ, this telling of the story of a North Carolina basketball legend and Nike will be one of those $7 million dollar ads in the Super Bowl you’ve been hearing about.
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