"Flying man" is the nickname people give Jordan. Not only because of his amazing bounce, he often makes incredible moves on the court, but also because of the flying Jordan 1 on his feet. "Air Jordan" is the name of Nike's signature shoes designed for Jordan. It not only embodies the skill of sneakers, but also embodies Jordan's playing style. 1984 The advertisements launched during Thanksgiving left a deep impression on many people. The camera first looked down at the general situation of Chicago from the air, and then came the whistle of the engine. Jordan ran into the camera in slow motion, holding a basketball in his hand, dribbling under the basket, crossing his legs, holding the basketball high with one hand and spiking it in front with the other. Then the voice-over sounded: Who said he wouldn't fly!

Jordan's magical performance on the court and Nike's excellent advertising have made the underperforming air Jordan 1 a great success. 1985, the sales of these shoes reached $65438+300 million! By September of the following year, Air Jordan 1 sold 2.3 million pairs, which became a miracle in the history of sports shoes.

Nike edited Jordan's wonderful moves on the court and accompanied them with an English song called Jump. I think it can be regarded as an early music MV. At the press conference, Michael looked a little uncomfortable. No wonder, he has never been exposed to such business occasions before. Throughout the press conference, I kept staring at Michael's face, and his facial muscles were always stiff. No smile, maybe he's thinking about something else.

Soon after, Nike tailored his first pair of flying boots. But basketball is a collective sport, which caused great controversy at that time. Rod thorne, the general manager of Bulls (now the general manager of Nets), talked to me about it. "Michael is a basketball player, not a tennis player. It is not good to overemphasize individuals. " What he said is not unreasonable. At that time, people had the impression that only individual events such as tennis and boxing had special equipment, and all members of the basketball team should dress neatly.