It's common knowledge that Nike is nothing short of a powerhouse entity in fashion, sneakers, and popular culture. Before the brand’s early beginnings as ‘Blue Ribbon Sports’ in the ‘60s, the initial journey stems from when Phil Knight, one of its two founders, was selling Japanese running shoes out of the trunk of his car. Knight was living in Oregon and paid a Portland State University student $35 to design Nike’s iconic ‘Swoosh’ logo. While ‘Nike’ was officially established in 1971, the brand steadily grew to introduce revolutionary footwear for athletes, primarily runners. The brand was nowhere near its fame level today, and one person can be attributed to the growth of Nike—NBA legend Michael Jordan. Responsible for creating the Air Jordan line under the Nike umbrella, the story of this monumental line is anything but linear.

By the time the ‘80s rolled around, basketball was on the rise, thanks to players like Larry Bird, Kareem Abdul-Jabbar, and more. This rise in popularity created an essential opportunity for athletic shoe manufacturers, such as Nike, who could tap into the growing market of young basketball fans and even players. Nike noticed this and was ready to innovate and differentiate itself in the crowded athletic shoe market. The plan? Design a basketball shoe, specifically a high-performance one that took on premium design features while also integrating cutting-edge footwear technology. With this plan, Nike knew it could establish itself as an industry leader.

The plan was in motion, but something was missing. Nike knew they needed to establish a connection between their brand and the world of sports, but how? As basketball grew, its stars (and potential stars) were seen as powerful symbols of passion and dedication to their sport. Nike realized that by partnering with an athlete on a new shoe, they could tap into these values and create a powerful connection between them and the public. Nike knew that it couldn’t be just any athlete, though. They needed a strong athlete with a substantial following among the younger generation, a key demographic for the ever-growing Nike umbrella.

Then there was the idea of a specific player, a new player, so new actually that he hadn’t even stepped foot on an NBA court yet. This individual was none other than Michael Jordan, who at the time was widely regarded as one of the most talented and exciting basketball players of his generation. His style and charisma made him a fan favorite on and off the court. He had just led his Alma Mater, UNC, to a national championship in 1982 and was selected as the third overall pick in the NBA Draft by the Chicago Bulls. Nike’s curiosity was piqued, and they strongly felt his unique personality and style would resonate with the public. They had a vision for him being an icon to help elevate the brand, all while creating a new generation of basketball footwear.

Nike approached the then-rookie Michael Jordan in 1984, and oddly enough, the future NBA legend wasn’t initially interested in signing the brand. He thought Nike’s shoes were uncomfortable and preferred sneakers from Adidas and Converse, two brands also making a potential offer to Michael Jordan. Nike was a relatively unknown brand during this time, but its marketing team was ruthless. This involved Rob Strasser, Sonny Vaccaro, and sneaker designer Peter Moore. These three saw potential in Michael Jordan, so much so that Sonny Vaccaro even flew to Jordan’s hometown of Wilmington, North Carolina, to present a pitch and vision for a potential shoe line that would be called none other than ‘Air Jordan.’

When members from Nike flew to North Carolina to meet Michael Jordan, they spoke to Michael Jordan’s mother, Deloris Jordan, to convince him to sign with the brand. Deloris played a crucial role in convincing Michael to sign with Nike. She was very impressed with their pitch and even saw the potential for what this idea could become. She felt that it would be a once-in-a-lifetime opportunity for him.

Nike’s pitch to Michael involved creating a shoe line designed for him and even bearing his name. It involved a detailed presentation of the shoe line, including sketches and mock-ups of potential sneaker designs (courtesy of the legendary Peter Moore). These initial sketches would end up resulting in the iconic Air Jordan 1. The team emphasized the shoe's unique features, such as the revolutionary Air-Sole cushioning system and the premium leather materials. They also presented a potential marketing plan highlighting the potential for the Air Jordan line to become a widespread cultural phenomenon, with Michael Jordan being the central figure of the line. The pitch worked, and Michael Jordan signed with the brand officially in 1984.

With Michael Jordan officially signed under Nike as the first-ever basketball player to join the brand, the iconic Peter Moore got to work on finalizing the first shoe of this new line. He wanted it to be revolutionary and break traditional basketball shoe designs. The intent was to appeal to a new generation of young consumers, and one key design element meant to achieve this is the use of vibrant and bold colors. This was meant to depart from the more conservative colors used on previous basketball shoes by other brands. Additionally, Peter Moore wanted the shoe to stand out on the court and catch the eyes of fans.

Utilizing high-quality materials and premium leather, the Air Jordan 1 was renowned for its Air-Sole cushioning technology. The sneaker also reflected Michael Jordan’s unique personality and playing style, presented in his Jersey number, signature, and the iconic Jordan Wings logo. Inspired by Michael Jordan’s on-court performance and him ‘flying’ above his opponents, the Jordan Wings logo was also designed by Peter Moore. The Air Jordan 1’s cushioning technology was a vital feature of the sneaker, making it more comfortable and supportive on the court. It allowed Michael Jordan to perform his best.

Michael Jordan didn’t necessarily have a part in designing the Air Jordan 1, but he often gave feedback to the design team. The Air Jordan 1 was the opportunity for him to have a shoe that was designed for his specific playing style and preferences. He helped fine-tune the sneaker and ensure that it met his standards. This helped play a key role in shaping the final product and ensuring that it was a shoe he would be proud to wear.

Michael Jordan took to the court wearing the Air Jordan 1s the following year in 1985, and since then, the Air Jordan line has grown to become its entity under the Nike umbrella and has grown significantly over the years. It's considered to be one of the most iconic and influential sneaker lines in the world. The popularity of Air Jordan has been partially due to the enduring appeal of Michael Jordan himself and the high-quality design and innovative features of the Air Jordan shoes. The brand has moved on to introduce dozens of different models and colorway variations, with new techniques and collaborations continuing to release to this day. What grew from a niche product aimed at basketball fans to a global cultural phenomenon, one that has resulted in a dedicated following of fans and collectors worldwide.

In honor of the Air Jordan line's legacy, the brand is celebrating its 35-year anniversary of the 'Jumpman' with a brand-new release—the Air Jordan 1 ‘Skyline. Click here to enter the draw for this new Air Jordan 1 silhouette inspired by the brand's early beginnings. Shop the rest of our Air Jordan collection by clicking here.