Air: Courting a Legend

If you’re a fan of basketball or sneakers, you’ve probably heard of Michael Jordan, the greatest athlete in the history of basketball. But have you ever wondered how Nike managed to sign him as their brand ambassador? The answer lies in “Air: Courting a Legend”, a documentary directed by Ben Affleck.

The movie follows the story of Sonny Vaccaro, a former shoe salesman who revolutionized the world of basketball by signing college coaches and players to lucrative endorsement deals. In the early 1980s, Vaccaro became an executive at Nike and saw an opportunity to sign Michael Jordan, who was just starting his professional career with the Chicago Bulls.

The Pursuit of Michael Jordan

As the movie shows, the competition to sign Michael Jordan was fierce. At the time, Converse was the dominant sneaker brand in basketball, and they had already signed Magic Johnson and Larry Bird. Adidas, meanwhile, was aggressively pursuing Jordan, offering him a $500,000 deal. But Vaccaro was determined to sign Jordan for Nike, even though the company had never signed a basketball player to a sneaker deal before.

Creating the Air Jordan Brand

After convincing Jordan to consider Nike, Vaccaro and his team had to come up with a sneaker that would appeal to Jordan’s unique style of play and personality. They worked closely with Jordan to design the Air Jordan I, a high-top sneaker that incorporated Nike’s air cushioning technology.

The Air Jordan I was a hit, and Nike quickly became the dominant sneaker brand in basketball. Jordan went on to win six NBA championships and became a global icon, helping to turn Nike into one of the most recognizable brands in the world.

Behind the Scenes of the Sneaker Industry

“Air: Courting a Legend” not only provides a fascinating look at the history of Nike and Michael Jordan but also gives viewers an inside look at the sneaker industry as a whole. The movie shows how sneaker companies use endorsement deals to create brand loyalty and generate millions of dollars in revenue.

Overall, “Air: Courting a Legend” is a must-watch for anyone interested in basketball, sneakers, or marketing. The movie provides an in-depth look at how Nike revolutionized the sneaker industry and created one of the most successful brands of all time. If you haven’t seen it yet, make sure to check it out.