Before the AIR JORDAN, all basketball shoes were white. This simple statement only begins to describe the sheer magnitude of the changes that were about to occur to the sport of basketball and to the athletic footwear industry once Michael Jordan entered the league. Since Michael’s arrival and the launch of the AIR JORDAN franchise, both the game and the industry have been utterly transformed. 

 

 

Jordan Brand is a signature shoe and athletic wear brand owned and created by the legendary basketball player Michael Jordan. Jordan Brand possesses significant cultural weight in streetwear culture, proven through its yearly flagship shoe releases at its annual event, each garnering tremendous reception from the media, industry, and public. Initially focused on creating basketball shoes, the company has since then expanded its offerings to produce a variety of ready-wear and leisure attire. In 2017, Nike reported wholesale revenue of $3.1 billion from its Jordan brand alone, up 13% from the prior year, compared to total wholesale Nike brand sales of $28.7 billion. The brand was the fastest growing line for Nike in the year.