Air Jordan sneakers: what is the brand, features, reasons for popularity

The biggest brands of this world have always sought to attract to cooperation the stars of sports, show business, music, cinema. Sometimes these star collaborations were so successful that they grew into a separate brand. They brought fame and income, not only directly to the parent company, but also «guest star. This happened with the Air Jordan brand, which became an offshoot of Nike.

The risk leads to success

Today it may sound strange, but in 1984 Nike's decision to offer Michael Jordan a contract and a named model of sneakers was extremely controversial. It is now that Jordan is the unattainable bar, the undisputed star that everyone knows. But in the 1980s, the young basketball player was just beginning to conquer the floor and the sporting public. But he was doing it quickly. But anything could cut such a fast-paced career short: a sudden injury, a star illness, a wrong choice of environment. Big brands took no chances with Jordan, they bided their time.

Nike, on the other hand, decided to take a risk. They offered the rising star a $500,000 a year contract, as well as a personal line of shoes instead of the shaky title of «Ambassador» for existing models in the range.

The new Air Jordan began to develop almost immediately. Its design and technological filling were selected exclusively for the needs of MJ. The classic model turned out bright and recognizable: the red-black hue of the body referred to the colors of the «Chicago Bulls» uniform, the representative of which Jordan was. Of course, the shoe was not super technologically advanced (although the ads said otherwise). However, it was comfortable and reliable: medium cushioning, leather upper, Air technology. These sneakers made the athletic Jordan feel extremely comfortable on the floor.

From the earliest days of the first model, Nike waited for a reaction. They planned to put the line on stream with positive feedback, and then expand it altogether. Everything came out as it could not be better: the novelty flew off the shelves like hotcakes. Brand designers understood modern youth at a glance, they knew exactly what and when to offer it. This in particular explains the huge success of Air Jordan. In such a simple way Nike literally got rich, Jordan erected quite a «man-made» monument to himself, and the public got excellent sneakers, which are now considered iconic. Despite the fact that everything was made for a particular star, there is a line of not only men's but also women's Jordan sneakers.

Reasons for the popularity of Air Jordan

Air Jordan is perhaps the best illustration of the expression «were in the right place at the right time». Indeed, Nike took many risks by inviting the then still full of mystery Jordan to collaborate.

The success of the first sneaker, and later of the entire line and subsidiary brand is made up of many factors:

• The involvement of experienced and renowned designers;
• the use of modern materials and the most up-to-date developments in production;
• Constant interaction with Jordan himself, because only the athlete himself knows what is important to him in sports shoes;
• Constant analysis of fashion trends - both the brand and the designers knew how to listen to the audience and meet their needs;
• «references» in the design, which is especially important for collectors and ardent fans of Jordan himself. To the next model they added some characteristic details for a particular period of MJ's life. This turned the sneaker from just a sports shoe into a chronicle of Jordan's career, unique and inimitable.

Today, there are almost no longer any of those who once brought this line of legendary glory at the helm of Air Jordan. However, the brand is still a favorite of many street fashion and basketball fans.