When Michael Jordan was drafted to the Chicago Bulls in 1984, Nike immediately saw a new opportunity to market their shoes. Noting Jordan's charisma and rising fame in the NBA, Peter Moore of Nike hired Jordan as a spokesperson to promote a new shoe-the Air Jordans. The Air Jordans were bulky and red and black, a departure from the traditional white sports shoe. The shoes hit in the market in 1985 and then were launched in six test cities in 1986 where they became hugely popular. Some retailers even charged upwards of a hundred dollars for the $64.95 pair of shoes.
Moore's Air Jordans have made a significant impact on the world of fashion and athletic shoes. At first, critics were skeptical of the shoe but despite their awkward design and bold color scheme, they became a status icon among teenagers.The demand for Air Jordans grew so intense that teens began stealing them and gangs recruited new members with the promise of a pair of the infamous shoes. Moore's innovative style has since become an inspirational standard for athletic shoe design. Air Jordans are still one of the most popular athletic shoes on the market.
Posted by: Jessica Lantz
Sources:
No author. (June, 1985). Air Jordans Takes Off: Nike's Shoe Named After Basketball Star. Newsweek, p. 79.
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