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Witness History: How Air Jordans were created

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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)

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