Back in the 1980s, Nike’s basketball division was on life support. So, Phil Knight, Nike’s co-founder, goes all in on a 21-year-old rookie—Michael Jordan. They gambled their entire $250,000 basketball marketing budget to lock in Jordan with a groundbreaking five-year, $2.5 million endorsement deal. Since then, Nike and Jordan have been part of each other. Fast forward to today, and with Jordan Brand turning 40 in 2025, Nike CEO Elliott Hill recently spilled some tea, revealing how MJ’s competitive streak keeps the brand performing at the highest level, even if it means a few heated exchanges.

Speaking on Boardroom, Hill gave fans a peek into what it’s like working with someone as driven as MJ. “Michael’s competitiveness pushes everyone to be better,” Hill shared. Then he told a story about how fiercely Jordan protected his brand.

Years ago, Nike wanted to take the ‘Jordan Brand’ global. “We were trying to talk him into taking the business global,” Hill explained. However, MJ feared it could hurt North America’s dominance, as well as the brand’s overall revenue. Then came the moment only MJ could deliver.

“We gotta do this,” Hill told him, hoping to get him on board. Jordan’s response? “Elliott, you know what size shoe I wear?” MJ asked. “Yeah, a 13,” Hill replied.

Then MJ dropped the hammer: “I’m going to leave this shoe, and I want you to put it on your desk. And if our revenue goes [backward], I’m going to stuff that up your rear.” Hill can laugh about it now, but it was classic Jordan—zero tolerance for losing.

Of course, the gamble paid off. Today, the ‘Jordan Brand’ generates more than $7 billion a year. Under Hill’s leadership, there’s talk of that number soaring to $10 billion soon. The brand’s global expansion didn’t just succeed—it cemented Jordan’s status as the second-largest footwear brand in North America, right behind Nike.

As 2025 approaches, Nike and Michael Jordan are already cooking up something special for sneakerheads to celebrate their four decades of excellence.

Jordan brand turns 40 in style!

As the calendar flips to 2025, Nike fans better get ready—because the year isn’t just starting, it’s kicking off in legendary fashion. Sneaker enthusiasts can look forward to a lineup of classics and fresh drops, with Michael Jordan’s iconic ‘Jordan 1’ taking the spotlight. After all, it’s the sneaker that started the global craze.

And speaking of icons, the Air Jordan 1 “Bred” colorway is making a grand return. Remember the shoe infamously tied to the NBA’s supposed ban? Yep, that one.

This fan favorite is dropping on February 14 during All-Star Weekend. Featuring an ’85-inspired build, premium materials, and some nostalgic packaging, it promises to be one of 2025’s most sought-after releases. But hold on—it gets even better!

Nike is also bringing back the Air Jordan 3 “Black Cat” in the spring, and sneakerheads already can’t wait. What’s more, the Black Cat 4s are joining the party with rumors of a revamped silhouette to keep things exciting. Talk about a perfect way to kick off the sneaker season.

And just when you think it’s over, Nike takes it up a notch. For the first time since 2005, the legendary ‘Undefeated x Air Jordan 4’ is coming back next summer, rocking its signature olive green and orange vibe. Plus, timeless classics like the Air Jordan 9 “Cool Grey” and the Air Jordan 12 “Taxi” are dropping too.

Safe to say, 2025 isn’t just a milestone—it’s a full-on sneaker revolution from Nike and Michael Jordan.