Photo Via Wikimedia Commons, Smithsonian Institution
Air Jordan 1 “Chicagos,” released in 1985. What was initially a mainstream Air Jordan after its release is now one of the most expensive shoes in the brand.
“Air” hit theaters on April 5 after its production started one year prior, in April of 2022. Directed by actor Ben Affleck, “Air” is the story of the beginning of Michael Jordan’s relationship with Nike, and the efforts that went into signing the up-and-coming star to the relatively small shoe company. The film stars Matt Damon as Nike recruiter Sonny Vaccaro, who is set on convincing Nike CEO Phil Knight (Ben Affleck), to grant him the funding to make an offer to Michael Jordan trying to get him to wear Nike shoes. The biggest questions that arose when watching were the legitimacy of the stories told, as well as the on-screen representation of real people who were part of the story. Thankfully, the film lived up to the public’s expectations, and told a hilariously inspiring and thought provoking story, while also including some interesting information about the history of one of the most famous shoe brands to ever exist.
Nike was founded in 1964 under the name Blue Ribbon Sports, by Oregonian Phil Knight, before officially using the name Nike in 1971. In 1984, Nike was struggling to put themselves on the map with basketball athletes, as many players at the time wanted to sign with far more popular brands including Adidas and Converse. Recruiter Sonny Vaccaro saw the potential of young star Michael Jordan, as he studied his games and the way he played. He knew before many people that Jordan was going to be the greatest player in the NBA, and he knew that if Jordan were to sign with Nike, he would shoot the company into greatness. The problem arose when he learned that Jordan was already planning on signing with Adidas, who (at the time) was the most popular shoe company. Adidas was highly influential in pop culture, appearing in hip-hop music videos, commercials, sports and even movies. Everyone wanted to wear them, including Jordan. However, Sonny Vaccaro had an idea to bring attention to his proposal. After visiting Michael Jordan’s parents in North Carolina, Vaccaro gave a very intriguing pitch to Jordan’s mother, Deloris (Viola Davis). Vaccaro outlined the importance of matching Jordan’s game with a shoe company with a similar goal. He wanted to “Build a shoe around a player, not a player around a shoe.”
Nike was the first shoe company to build a whole line of shoes around a player. The brand Air Jordan instantly became a very sought-after shoe, making over $130 million dollars in the first year that it was released. His success on the court and his charismatic personality helped create a strong emotional connection with fans, making the Jordan brand one of the most coveted in the sneaker market. The design of Jordan sneakers is unique, with each release having its own signature look. The Jordan brand has always been excellent at marketing their products, from the iconic Jumpman logo to the use of high-profile athletes and celebrities to promote their sneakers. This has helped to create a strong brand identity and a sense of community among fans.
The man who created the first Jordan shoe, Peter Moore (Matthew Maher), is hugely credited in the movie for being the sole cause of the shoe’s success (pun not intended). After the initial design of the Jordan 1, Vaccaro and Moore found one major flaw: they needed more color. Almost all the shoes in the league were completely white, as having shoes with color was not permitted for the players. Nike agreed to pay the $5,000 dollar fine a game, for every game that Jordan wore his specialized Chicago 1s.
“Air” was an engaging story about Nike’s origins, and the reason they are the biggest shoe company in the world today. Many people know about Air Jordans, and how popular they are, but the movie provides an insight on the history of how they came to light. Additionally, I would suggest reading “Shoe Dog,” written by Phil Knight, as there are many references to the book and Knight’s history building his legacy. “Air” is in theaters for the month of April, and offers a great time watching with family and friends.
