Air Jordan

AIR JORDAN : MORE THAN A BRAND – A REFERENCE MICHAEL JORDAN, THE MOST TALENTED BASKETBALL PLAYER OF ALL TIME Jordan, an iconic name for an iconic brand. To fully understand what the brand stands for, you need to know the man behind its foundation: Michael Jordan. Perhaps the most famous athlete in the world, the man nicknamed "The G.O.A.T. " is one of the most admired sportsmen in the history of basketball and sport in general! In 1984, still at the beginning of what was to become a remarkable career, he signed a sponsorship contract with the sports equipment manufacturer Nike. For the record, the Swoosh brand was never the player's first choice. Wearing Converse shoes throughout his formative years, specifically the Chuck Taylor 70 model, Michael Jordan wanted to be sponsored by the star brand .... The brand did not consider him "promising" enough and refused. Nike then made an offer to the young athlete, which he decided to decline, before trying his luck with their long-time competitor: Adidas. Unsatisfied with the proposal of the German brand, he finally accepted a deal with the American equipment manufacturer. Nike had indeed come back with a financial offer that the future Hall of Famer could not refuse: 2.5 million dollars over 5 years, as well as the creation of a clothing line in his name and payment of royalties for each item sold. AIR JORDAN 1, AIR JORDAN 3, JORDAN 4: ICONIC SILHOUETTES The first silhouette of this partnership, the Air Jordan 1, was released and found immediate commercial success, fuelled by the controversy the model created on the ground. A second model of the Air Jordan was released with more limited success. Next came the Air Jordan 3, designed by Tinker Hatfield. The deal took a whole new turn, with the athlete creating his own brand within Nike in 1997. A historic event in the history of sport, making him the highest-paid sportsman in the world. This is how the brand with the Jumpman, Air Jordan, came into being. More than 100 models emerged from this association, including the Jordan 3 and the Jordan 11. The brand acquired a worldwide resonance that was unprecedented and became the reference point in terms of sports equipment. As for the rest ... The rest is history! More recently, the Jumpman brand has built on the success of several silhouettes to develop its image. We note the expansion of colours in its very trendy as well as several reissues of the iconic . Other lesser-known silhouettes such as the and one of the revelations of the year, the , also make their appearance in the brand's look books. OFF-WHITE, TRAVIS SCOTT, KAWS: UNIQUE COLLABORATIONS As one of the most coveted sneaker brands, Jordan doesn't hesitate to make its models available through large-scale partnerships. For example, the Air Jordan 1 Retro High in collaboration with Virgil Abloh and or the one for the movie Spider-Man, paying tribute to the mythical Marvel hero. The brand of "his Airness" sponsors sportsmen, films and artists and is thus deeply involved in urban culture. The collaboration with Houston rapper is particularly noteworthy. The singer revisits the iconic Air Jordan 1 by reversing the swoosh with a unique mocha colourway. More than a brand, Jordan is now a universal symbol.