06 July 2023 , 15:56
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Michael Jordan was a game-changer in the NBA and his transformative nature extended to the world of sneakers, incurring the wrath of the league and plenty of fines.
Jordan soon became a star name in the NBA after being taken third overall by the Chicago Bulls in 1984, signing a huge endorsement deal with Nike that included a signature shoe line that was released in the same year.
But his debut sneaker, the Air Jordan 1, upset NBA bosses as the red and black and red and white designs violated the league's uniform policy, which required shoes to be at least 51 per cent white or white and in accordance with the rest of the team's uniform.
The league cracked down on Jordan, fining him $5,000 each time he wore them in a game, but that did not deter Jordan or Nike.
Nike relished the publicity and agreed to pay Jordan's fines, building a huge marketing campaign around the league's punishment.
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The "Banned" campaign led with the slogan: "On October 15, Nike created a revolutionary new basketball shoe. On October 18, the NBA threw them out of the game. Fortunately, the NBA can’t keep you from wearing them. Air Jordans. From Nike.”
Covering Jordan's fines proved to be money very well spent for Nike, who sold $70million (£55m) worth of Air Jordans by May 1985 and the Jordan brand had generated more than $100m (£79m).
Michael Jordan's footwear became a source of fascination in his rookie season, with the shoes breaking NBA rules for not being 51 per cent white or black. (Focus on Sport via Getty Images)Thilo Kunkel, a professor in sports marketing and branding at Temple University, explained the genius of Nike's campaign. "It’s the perception of being a rebel and the anti-establishment Air Jordan 1 grew in popularity instantly.” he wrote.
“Fans were looking to see if he would wear the forbidden shoes in a game. Cameras were on his sneakers, and the nation was talking about the Air Jordans. With no threat of a fine, there is no controversy. It’s the best money invested by Nike.”
Since the controversy, the NBA has gradually relaxed its rules on shoe colours. By the late 2000s, players were permitted to have full team colours on their shoes and there years later saw the introduction of theme nights, which allowed players to have more extravagant sneaker designs for certain events.
In 2018, the NBA removed all sneaker restrictions, allowing players to express themselves and they have taken full advantage with creative and outlandish designs being showcased on the floor.
In 2022/23, dozens of players have signature shoe deals, with LeBron James, Kevin Durant, Paul George and Steph Curry among those to produce and wear eye-catching footwear, but it was Jordan and the hype that surrounded him that transformed the business of sneakers in basketball.