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Air Jordan, much more than a brand: an absolute reference

Michael Jordan, the legendary basketball player at the heart of the brand

The name Jordan evokes more than just a brand: it is a reflection of basketball legend, Michael Jordan, often nicknamed "The GOAT" (the greatest of all time). At the start of his promising career in 1984, Michael Jordan signed a historic contract with Nike, despite an initial preference for Converse during his university years. After declining an initial offer from Nike and being dissatisfied by Adidas, he ultimately accepted an improved offer from Nike that included $2.5 million over five years, a dedicated clothing line and royalties on sales.

Iconic models that have marked history

In 1985, the first model resulting from this collaboration, the Air Jordan 1, was launched and met with dazzling success, despite the controversies linked to fines from the NBA for non-compliance with clothing rules, fines that Nike was quick to address. adjust. The design of the Air Jordan 2, made in Italy, was less successful due to its high price, which led Tinker Hatfield, Nike designer since 1981, to take up the torch. In 1987, the Air Jordan 3 revitalized the collaboration with its innovative design, laying the foundations for other iconic models.

Jordan Brand: A brand with global influence

In 1997, Michael Jordan took a further step by creating his own brand under the aegis of Nike, with the famous Jumpman logo. This development transformed Jordan into the highest-paid athlete in the world and propelled the brand to international prominence. Today, Jordan Brand continues to dominate the market with reissues of classic models and unique collaborations with artists and designers like Virgil Abloh, Dior and even Marvel for a special Spider-Man edition.

Influential collaborations and urban culture

Jordan Brand, one of the most sought-after sneaker brands, continues to expand its influence beyond basketball. She is involved in cinema, music, and has maintained a partnership with Paris Saint-Germain since 2018. Collaborations with figures like Travis Scott, who revisited the Air Jordan 1 with an inverted swoosh, show the importance of Jordan in contemporary urban culture. Jordan is now more than a brand: it is a global cultural symbol.

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