Air

In 1984, Nike, Inc. faces a critical challenge with its basketball shoe division as sales figures plummet. After a significant layoff of 25% of their workforce, the company is on the brink of closure, prompting executives to seek new solutions to revitalize the brand.

Marketing VP Rob Strasser and CEO Phil Knight assign Sonny Vaccaro the pivotal task of finding a new spokesperson for Nike's basketball shoes. With a tight budget of only $250,000, the pressure mounts for Sonny to secure a game-changing endorsement amidst fierce competition from leading brands.

The basketball shoe market in 1984 is largely dominated by Converse, which holds 54% of the market share, followed by Adidas at 29%. In contrast, Nike struggles with just 17% market share, perceived primarily as a jogging brand despite its lucrative endorsement deals.

Sonny receives crucial advice from Howard White, highlighting that players often sign endorsement deals through their mothers, underscoring the importance of family trust in the decision-making process. This insight shapes Sonny's approach to recruiting top athletes.

Sonny and the Nike executives analyze potential players for the 1984 NBA draft, initially dismissing the young talent of Michael Jordan. Influenced by opinions around him, Sonny is urged to reconsider as he witnesses Jordan’s exceptional skills through his high school highlights.

A critical conversation with a grocery clerk ignites Sonny's determination to pursue Michael Jordan despite the initial skepticism about his potential. This moment reinforces Sonny’s belief in Jordan's talent, and he becomes increasingly motivated to secure him as a Nike ambassador.

At just 18 years old, Sonny passionately argues for Jordan's exceptional talent, claiming he is integral to his team’s success. Recognizing this potential, Sonny proposes using Nike’s entire basketball division budget to create a signature shoe specifically for Jordan.

Sonny faces a significant challenge with David Falk, Michael Jordan's agent, who insists that Adidas has made a substantial offer that includes exclusive perks. This encounter represents a major hurdle in Sonny's pursuit of signing Jordan, escalating the competition between brands.

Sonny travels to Wilmington, North Carolina, to meet Michael's mother, Deloris Jordan. He passionately advocates for Nike, emphasizing their commitment to providing individual attention to Michael, contrasting with the offerings from Converse and Adidas, which ultimately leads to a pivotal meeting.

As the team gears up for their pitch, they collaborate with designer Peter Moore to create a prototype for the 'Air Jordan' shoe. Embracing a defiant design that challenges the NBA's outdated color rules, they prepare for the upcoming presentation with an innovative spirit.

After a successful presentation, Deloris Jordan contacts Sonny with a significant condition for signing – Michael would earn a percentage of every 'Air Jordan' sold. Although there are initial hesitations regarding the financial implications, this agreement marks a groundbreaking moment for Nike.

The launch of the Air Jordan line exceeds all expectations, generating an astonishing $162 million in its first year. This unprecedented success transforms Nike’s standing in the athletic industry and redefines what athletic endorsements can achieve.

Following the triumphant success of Air Jordan, Nike's valuation skyrockets, with its basketball division now worth $4 billion annually. The transformations in strategy and marketing solidify Nike's place as a leader in athletic footwear and endorsement deals in the long term.

As Nike I expands its market presence, it acquires Converse in 2003, further solidifying its position in the industry. Deloris Jordan’s subsequent philanthropic efforts also illustrate the significant societal impact stemming from the partnership with Michael Jordan.