Air Jordans — the Industry's Gamechanger
In 1984, Nike unveiled its partnership with basketball legend Michael Jordan: a red and black shoe called the Air Jordan. Compared to the standard all-white basketball shoes of the time, Air Jordans made an instant impact. The shoes were banned by the NBA because of their color, but Nike paid the $5,000 fine each game so Jordan would keep wearing them. This only boosted the profile of the Air Jordan.