A Brief Introduction of Jordan Brand

After the legendary basketball player Michael Jordan entered NBA and signed contract with Nike, Nike developed Air Jordan I for Michael Jordan in 1984. Peter C. Moore designed the shoes in a red and black colorway to match the uniform of the Chicago Bulls. However, this red and black colorway was later outlawed by an NBA commissioner for there was very little white on the shoes, and thus Michael Jordan would be fined thousands of dollars for wearing Air Jordan I on the court. Then, Nike used this as a promotional tool in advertisements and people, with strong curiosity, rushed to the shop and scrambled for Air Jordan I. Along with Nike's promotion, the release of Air Jordan II in 1986 helped the Jordan Brand establish its image in basketball shoes market. Later in 1987, the birth of Air Jordan III, with the new Jumpman logo, truly marked the beginning of Jordan Brand. From then, the Air Jordan series has been continuing, and the Air Jordan XXX is expected to release in February 16th this year.

As a Nike's sub-brand, Jordan manufactures its products at the factories owned by Nike. Mainly advertising and marketing the shoes and clothes, Nike contracts the manufacturing work to factory owns. Today's product line of Jordan Brand includes not only footwear, more than basketball shoes, but also clothing, such as sport wear and casual clothes.

By virtue of Michael Jordan's high reputation and Nike's cutting edge technology and good marketing, Jordan Brand has been very popular in market and sponsored many teams and athletes. There are many top players in NBA wearing Air Jordan's basketball shoes, such as Carmelo Anthony, Chris Paul, Ray Allen and Blake Griffin. Jordan Brand also sponsors the teams in NFL, MLB, and some college basketball and football games. Now Jordan Brand is actively expanding overseas market and seeking development in other sport fields, such as European football. And some celebrities in popular culture favor the products of Jordan Brand, too.