In the game of basketball Michael Jordan is a god. Number 23 of the Chicago Bulls has set the bar extremely high: His six championship rings, five mvp`s, numerous scoring titles, not to mention his on-court heroics and breathtaking dunks, are the stuff legends are made of. The Jordan Brand aspires to achieve boss status as well. And it is well on its way.
In Jordan`s rookie campaign, it didn`t take the basketball world long to realize who they were dealing with. He was not only a fascinating athlete, his charismatic smile and pleasant personality cast a spell over people – Michael Jordan had perfect commercial appeal. Nike recognized that as well. The brand needed a kick-starter and got a rocket boost in Jordan.
While the Air Jordan 1 and 2 sold well – and vaulted Nike from middle of the pack to the top of the sneaker world – the Air Jordan 3 went supersonic. Thanks to new head designer Tinker Hatfield the sneaker has become a legend in its own right. The jumpman logo was introduced with the 3, as well as a visible air cushion in its sole. Experts call the 3 the best basketball sneaker ever made, even to this day. A whole line of legendary commercials starring famous director Spike Lee as Mars Blackmon („It`s gotta be the shoes“) made the hype complete.