Sneakerhead
SubCulture
The Air Jordan Brand
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In 1984, Nike took a risk and partnered with a young superstar from North Carolina by the name of Michael Jordan. They collaborated and introduced the first Air Jordans in 1985, which were dubbed the "Air Jordan I".
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The “Air Jordan 1” was most significant for being banned from the NBA for going against color regulations. As a result, Nike was issued a $5,000 dollar fine for every game Michael wore the shoes .However, this ban would be a marketing blessing in disguise as it only made the Air Jordan I the most sought after shoe on the market.
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Jordan would go on to have a great rookie year and become a legend in the NBA; winning 6 championships, multiple MVP’s and other countless accolades.
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The 80’s era basketball sneaker market was dominated by companies such as Adidas and Converse footwear. Nike had very little representation in basketball because they were mainly a "running shoe" company.
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The Legacy Continues
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Since the Air Jordan 1's release, a new Air Jordan would then be released every season using a roman numeral system.
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These releases created a hype that gradually evolved into an annual frenzy for fans to collect every Air Jordan released.
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Collections of these shoes began to build up and thus resulted in the forming communities of fellow sneaker collectors( sneakerheads). Even as more and more sneaker brands made their way into the culture, the Air Jordan remained the "Top Dog" in terms of popularity and style.
Original Nike "Banned" Commercial
Original Nike "Banned" Letter
