Original version

BBC World Service schedule for American satellite radio and the Caribbean

BBC World Service Americas and the Caribbean

Witness History

Podcasts

Factual: History

History as told by the people who were there

History as told by the people who were there.

BBC World Service Australasia

BBC World Service East and Southern Africa Schedule

BBC World Service East and Southern Africa

BBC World Service Online

BBC World Service

BBC World Service South Asia

BBC World Service News Internet

BBC World Service Europe and the Middle East

BBC World Service West and Central Africa Schedule

BBC World Service West and Central Africa

BBC World Service East Asia

Witness History: How Air Jordans were created

Documentaries

How Air Jordans were created

24/05/2024 GMT

BBC World Service - Witness History, How Air Jordans were created

The story of how Nike signed basketballer Michael Jordan and launched Air Jordans

Former Nike executive Sonny Vaccaro describes the deal to sign rookie player Michael Jordan, and how it changed sports marketing.

In 1984, Nike signed rookie basketball player Michael Jordan and created a shoe in his name – the Air Jordan.

The unprecedented deal would change sports marketing forever.

Former executive Sonny Vaccaro was the man who persuaded his bosses to put all their marketing budget on one untried player.

He became convinced of Michael’s talent after seeing him make the winning shot in a college game.

He tells Vicky Farncombe about the challenges of persuading Michael – an Adidas fan – to sign, and how the Air Jordan's controversial black and red colour scheme upset the National Basketball Association (NBA).

(Photo: Air Jordans. Credit: Getty)

Accessibility links

Programme Index

Witness History

How Air Jordans were created

Genres

Formats

Brand

BBC World Service Americas and the Caribbean

About BBC World Service