The sneaker game has become a massive part of NBA culture, with fans eager to see what kicks their favorite players are rocking. But for those who’ve truly made it, like Kevin Durant, earning a signature shoe is like reaching the pinnacle of success. And for KD, he knows none of it would be possible without Michael Jordan paving the way. So he opened up about the influence Jordan has had, and how other athletes trying to live up to it.

In a video shared by Complex Sneakers, KD gave credit where it’s due: “I think it’s the pressure that Michael Jordan has put on basketball players from having such an incredible business over time, that that’s a standard that he set for us a long time ago.” But as per Durant, the most difficult part is following MJ’s path to become a business giant too.

As of April 2024, the NBA witnessed a record-high 26 players with active signature shoe lines, 5 kicking off this year alone. But untouchable on the list, both in sales and contract, of course, is Michael Jordan, playing in billions. And just when you come to no.2, the number drops by well over a billion. So it is a task to live up to the numbers MJ has set and Durant is aware of it.

“So yeah, we’re trying to live up to it,” he says, before adding delivering on the court also becomes important in building a brand.

Jordan’s sneaker journey started back in 1985 with the launch of the Air Jordan 1. Marketed as the “banned sneaker,” it quickly became a cultural phenomenon, totaling $126 million in sales in the first year alone. Fast forward to today, and MJ’s net worth has soared past $3.5 billion and his contribution to Nike through the Jordan brand has reached $6.59 billion in revenue this year.

Durant, following in Jordan’s footsteps, signed his own major deal with Nike in 2007, inking a $60 million contract across 7 years. In 2014, sales of KD’s signature sneakers jumped 400%, from $35 million to $175 million in the U.S. alone. But that seems to have been the peak. His yearly revenue with the brand remains unclear with $26 million reported in 2019, years before he would sign a lifetime deal with the brand. Yet, a stark contrast to MJ’s estimated amount of $330 million from the brand each year.

But what’s impressive is Kevin Durant’s lifetime deal with Nike, a rare feat achieved by only two other players—Jordan and LeBron James. At the end of the day, Durant knows he wouldn’t be where he is without MJ’s trailblazing moves in the sneaker industry. And he’s not shy about giving credit where it’s due.

KD praises MJ for sneakers revolution in NBA

Before Michael Jordan even stepped on an NBA court, Nike made the bold decision to give him his own signature sneaker, a move unheard of at that time. Reflecting on MJ’s influence, KD shared, “He had that impact on Nike coming out of college when nobody really had signature shoes; nobody really wasn’t in his basketball shoes like that. And that’s gonna live on forever.”

While Durant has built his own sneaker empire, he acknowledges the monumental impact Jordan continues to have on the industry. “I mean, it’s hard to put into words what that means,” KD explained, per The ETCs with Kevin Durant. “Although we still know he still is Nike, but you know it’s two separate entities and two separate buildings. Class and luxury, it’s top of the line. 17, 18 of them that are solidified classics.”

Interestingly, the upcoming year will mark the 40th anniversary of the Jordan brand. And Nike is pulling out all the stops to celebrate. The company has teased a lineup of new releases and re-releases that have sneakerheads buzzing with excitement. Front and center in this celebration is the iconic Jordan 1, the shoe that started it all.