It was a bold decision that showed the strong belief Nike had in the brand. In 1997, Jordan Brand and Nike decided to let the Air Jordan line operate 100% independently.
While that design independence made the Air Jordan line stand out, it also made it difficult to market without the help of its rock star endorser. The Air Jordan II, for example, was revolutionary at the time for not including the famous Nike Swoosh anywhere on the sneaker. Nike was of course responsible for giving birth to the Air Jordan series, but from the start Nike tried to let its creation have its own identity. What would become of Jordan Brand? Would it also retire with the man who represented it so amazingly well? Could the shoes and line of athletic clothing survive without Michael Jordan being an active member of the NBA? Despite Michael returning twice from retirement, he did eventually step away from the game for good.
The designs of the shoes were always top shelf-but would anyone care about those designs if “His Airness” didn’t dominate the NBA in them? Nike and Jordan Brand understood, and probably feared, the idea that one day MJ would have to retire permanently from the game of basketball.
Michael Jordan’s magnificent basketball career established the line of shoes and clothing as a sales juggernaut. For its first 13 years of existence Nike’s Air Jordan Brand was completely reliant on its namesake to keep it alive and flourishing.
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