In the 1980s, Nike was primarily known as a track shoe, and Converse dominated the basketball market with superstar endorsements from players such as Magic Johnson and Larry Bird. When Nike approached rookie Michael Jordan with an offer, they were not his obvious choice. In the movie Air based on the famous deal, Jordan makes his preference for a $1.5 billion car, indicating that his choice was crystal clear to him at the time!

Despite Nike’s relative lack of prestige in the basketball market in the ’80s, Jordan’s Air Jordan shoe line took off amongst consumers and the fashion of donning Jordans spread like wildfire. In year one, they sold sneakers worth $126 million, far exceeding Nike’s expectation of bringing in $3 million in sales – by the end of year four. The Air Jordan line became a cultural phenomenon, also changing the game for athlete endorsements going ahead. How did Jordan end up making the deal?

MJ’s mother encouraged him to take the deal 

One interesting aspect of Michael Jordan’s decision to sign with Nike is the role played by his mother, Deloris, in persuading him. Initially resistant to the end to the idea of joining Nike, since even the next-most-popular sneakers after Converse were Adidas, not Nike, Jordan was convinced by his mother to hear their proposal. Nike offered a $2.5 million five-year contract, more than double what Adidas had offered, and 25% royalties on all shoes sold with the likeness of the initial Jordans. However, the push by Deloris Jordan was the most instrumental in Michael’s decision, ultimately resulting in a new standard for endorsement deals with athletes!

Deloris’ prudence has been testified to by various sources, including the recently released Air. She suavely managed to entitle MJ to equity and royalty from future sale, which led him to overcome his personal dislike of the unpopular ‘track shoe’. During the promotion of the movie, Marlon Waynes, who plays the role of MJ’s fellow basketballer George Raveling in Air, spoke about his experience working at sneaker stores in his youth and how it relates to the part of the film where Raveling reveals how Jordan is not interested in signing with Nike.

Waynes says in the clip, “Michael’s not coming to Nike. He doesn’t even want to meet, you know, believe me, I told them multiple times. And we got along, he just doesn’t like the shoe. He did say if somebody was to buy him a red Mercedes 380 SL, he would sign a shoe contract for life with anybody – except Nike”

However, Deloris Jordan saw the potential in Nike and encouraged her son to at least consider their proposal. As a result of her persistence, Michael Jordan eventually agreed to meet with Nike executives and listen to their offer. 

Read more: “Gathering Information Before She Comes In With the Kill”: Michael Jordan’s 81-Year-Old Mother Deloris Made Viola Davis’ Jaw Drop With Her Intellect

Michael Jordan signed with Nike and it more than paid off

The decision to sign with Nike paid off not just for Jordan, but also for the brand. Air Jordans remain a highly coveted shoe to this day and the brand’s success in the basketball market continues to grow. Even in MJ’s documentary series The Last Dance, Nike is portrayed as a novice company facing growing pains after going public. However, the brand’s willingness to take a chance on Jordan, who was not yet a household name, paid off in a big way.

Watch this story: “I Never Heard It From Michael Jordan”: Hurt by The Last Dance Betrayal, Isiah Thomas Still Seeks an Apology

Jordan’s success with Nike paved the way for other athletes to demand equity in their endorsement deals. His mother’s push for this equity-clause was a game changer and today it is common for athletes to receive a percentage of sales on products bearing their name or likeness.

It seems Deloris’ skills of negotiation match Michael Jordan’s finesse on the hardwood!