G.O.A.T.
“MJ,” “The Jumpman,” “Mr. Clutch” and “Captain Marvel,” among many more, are some of the classic nicknames coined to represent Michael Jordan. Known as the “G.O.A.T.,” or “The Greatest of All Time,” he was given a legacy he still holds today as the greatest player in NBA history. Under that prestigious title stems the famous Air Jordan line. With what would later become one of the most famous sneakers of all time, Jordan, at a mere 21 years old, started a movement within both the NBA and the culture behind sneakers themselves. His talent, charm and competitive edge turned Jordan into a trendsetter on and off the court.
The Line
Jordan’s partnership with Nike caused an astounding shift within pop culture, starting in the late ‘80s and ‘90s. Jordan was making a name for himself, as he was the third overall pick in the 1984 NBA draft. Crowned Rookie of the Year in 1985, it’s inevitable that partnership offers were being thrown at him from all directions.
Imagine this: the Air Jordan line almost didn’t exist. The iconic, history-making brand that has been around for 37 years almost missed the chance to become legendary. Jordan originally wanted to represent Adidas on the court, but Nike’s offer was too good to turn down— the brand gave Jordan the freedom to design his own shoes and a five-year, $500,000 contract (a high offer at the time).
The Legacy
Within the past 37 years, the Air Jordan line has continued to evolve in ways that reflect pop culture. The identity Nike received over time has proven how strong the brand is. This strength has stemmed immensely from Jordan, who still represents Nike today. The Air Jordan line has inspired more NBA players to create their own lines with Nike, giving others the opportunity to integrate their personalities through sneakers. Coach John Thompson III followed Jordan’s lead and designed his own shoes for his alma mater, Georgetown University, after their ‘84 NCAA championship win. NBA players continued to develop sneaker lines with Nike including Kevin Durant, Kyrie Irving, Kobe Bryant, Giannis Antetokounmpo and countless others. All of these numerous partnerships, collaborations and promotions can be accredited back to the G.O.A.T., Michael Jordan.
The Culture
What started as just a pair of sneakers sparked media madness as the Air Jordan line made its entrance into pop culture. In the music industry, rap culture and sneaker culture have created an inseparable bond. Starting with Tupac in ’92 and Biggie in ’94, the mentions of Jordan in lyrics have only furthered his legacy in society. Artists such as Jay-Z, Drake, T.I., Kanye West, Lil Wayne and J. Cole followed shortly after, turning Jordan’s life into lyrics. J. Cole sang, “Hoop Dreamin,' hanging up pictures of my idols/Jordan was like Jesus, SLAM was like the Bible/I used to read it twice and cut the pictures out/Had the Jordan free-throw dunk, tongue stickin' out” in his song “I Got It” in 2010, paying tribute to Jordan as an idol in his life. Jordan also took on acting as he played the lead in “Space Jam,” a feature film for Jordan with the Looney Tunes. The film’s plotline exhibits Jordan as a hero, saving the Looney Tunes from the “Monstars” by leading them to a win in a basketball game. This was another opportunity for the Air Jordan line to shine, and its film presence developed even further with “The Fresh Prince of Bel-Air.” Will Smith’s character held his sneaker collection close to his heart, and countless pairs of ‘90s-style Air Jordans are featured across all six seasons.
It’s simple: sneaker culture would not exist without Jordan picking up that pen as a freshly drafted 21-year-old and signing his name to partner with Nike, unknowingly creating one of the greatest sneaker partnerships of all time. His strong presence within sneaker culture has inspired other NBA players to integrate their persona, on and off the court, into sneakers. All in all, Michael Jordan has earned a standing ovation to last a lifetime.