Nike Air Jordans Turn 23: Is ‘His Airness’ Finally Ready for Some Hang-Time?

Release of the 23rd Edition of Jordan’s Eponymous Shoe Fuels Rumors of the End of his Shoe Dynasty

With the release of the 23rd installment of Nike’s Air Jordan shoes, the shoe bloggers are abuzz about whether this will represent the final version of the world’s most famous basketball shoe.

Back in 1984, due to fierce competition, Nike was struggling to gain market share in the sportswear market. With its generic jogging brand image, Nike had no credibility in the pro sports or basketball world. The running shoe phenomenon that had fueled their sales in previous years was slowly dying, and they needed to reinvent their brand to appeal to the niche pro sports market.

Nike’s savior was a rookie basketball player in whom they saw an opportunity to appeal to young basketball fans who wanted to emulate the most exciting player in decades. Nike signed Michael Jordan to a $2.5 million deal for 5 years with royalties and other benefits.

The introduction of the Air Jordan I almost instantly revolutionized the entire athletic shoe industry. Before the Air Jordan I, most basketball shoes were plain white, but the bold red and black color scheme of the Air Jordan I demolished this convention. In fact, the NBA didn’t know what to do about this dramatic change and banned the shoe from the league after Jordan wore them for the first time and added a $5,000 fine for every game in which he wore them. Nike, of course, feeding off the media frenzy, was delighted to cover the cost of the fines to keep the shoes in the game. With the controversy - and of course Jordan’s breakthrough rookie year - the Air Jordan line was quickly on the road to becoming a household name.

Nike Air Jordan shoes were the first Nike shoe without the famous Nike Swoosh. After putting his stamp on the world of sports footwear, Jordan’s 23rd anniversary shoes feature his thumbprint on the sole - an ironic analogy hard to ignore.

Air Jordan and his iconic ‘Jumpman’ logo are both a powerhouse brand and one of the most powerful sports franchises in the world. The success has propelled Michael Jordan beyond his already legendary status and half way to becoming a billionaire. With the release of Air Jordan XXIII and because the number 23 was the number he wore during his NBA career, there is speculation that this could be final version of the world’s most famous basketball shoe; end of an era indeed.

Somehow, the thought of wearing Nike Kobe Bryants just isn’t the same. Then again, Nike Lebrons…I could get used to that.

Click here to buy a pair of Women’s Nike Air Jordan 5 V Retros in original red/black.

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August 8, 2008 | Filed Under CELEBRITIES, Michael Jordan | Leave a Comment 



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