“It’s Gotta be the shoes!”
That iconic line by Spike Lee’s Mars Blackman in the legendary Nike commercial with Michael Jordan introduced the world to arguably the most consequential item of footwear in history, the Air Jordan, which became the cornerstone of a cultural and commercial revolution that was certainly televised and transcended the world of sports.
The recent release of the film “Air,” which tells the story of the creative and logistical process behind the original Air Jordan, has regenerated interest and fascination with not only the product but the man whose name, image, and likeness speaks for itself.
But to fully comprehend the reasoning behind the phenomena, there must be an appreciation for its origins that are rooted in a cultural tradition that has been both celebrated and reviled by the mainstream.
Jordan’s history is well known.
He was the 3rd overall pick in the 1984 NBA Draft by the lowly Chicago Bulls. Jordan came to the team with an accolade-stacked resume that included a 1982 national championship, 2x Consensus All-American, 2x Player of the Year and a 1984 Olympic gold medal.
When Jordan first stepped onto the floor in the Windy City, it was obvious that he was special. He immediately drew comparisons to Julius “Dr. J” Erving- he had talent, charisma and a flare that attracted everyone to him. His style quickly caught on and through the innovation and persuasion of marketing savant Sonny Vaccaro and the business acumen of Phil Knight at Nike, kids all over the globe quickly wanted to “Be like Mike” in every way.
The Air Jordan 1 made its official debut in 1985. Its original red and black design is embraced by present-day standards, but at the time, it violated NBA footwear rules. The league expected its players to wear all-white shoes. If they wore black shoes, they had to have some white emblems. Plus, Nike was a startup entity that was trying to compete with the likes of Adidas and Converse, the latter of which dominated the sneaker market at the time with Magic Johnson, Larry Bird and Dr. J.
In response to the NBA’s ban, Nike released its first Air Jordan commercial that set the tone for what was soon to follow.
Continue reading over at First and Pen.
This content has been brought to you by First and Pen in partnership with TheHub.News. First and Pen “amplifies local sports stories from voices of color to the national conscience…”
