Speaking of Nike’s swoosh, it’s impossible not to think of the Jumpman logo. There was a time when these two went hand in hand. The two logos appeared together on Air Jordans, with Michael Jordan being the link between them. However, there was also a time when Nike feared that the Jumpman logo would disappear after the 6x NBA champ retired. MJ retired twice before retiring for good. But even after two decades since Jordan’s retirement, the Jumpman logo is getting stronger than ever, promoting the Jordan Brand, which continues to operate under Nike.

The Air Jordan line in partnership with Nike was a huge success. It grew so big that it became an identity separate from the brand itself. The Air Jordan II is one such example. It was the first Air Jordan that didn’t feature the swoosh. And that was the hint. In 1997, it was announced that while owned by Nike, the Jordan Brand would operate independently. MJ who dominated in the league would be its identity.

MJ expands to shift focus on individual athletes

The Jordan Brand initially rode the wave of Jordan’s popularity. But what about when the wave stopped? From the beginning, the Jordan Brand worked to bring in more talent. In 1997, the 6X NBA champ introduced five athletes who would be part of the Jordan Brand family for the first time. 

Ray Allen, Vin Baker, Eddie Jones, Derek Anderson, and Michael Finley were the five names that joined Jordan Brand. While Carmelo Anthony would become the first signature athlete with the Jordan Brand in 2003, the initial five would be the start of something big. “I don’t think he [MJ] even knew what he started. Just from his passion from the game and the Jumpman that just transcends sport. It’s lifestyle for us,” Allen told Sports Illustrated. 

MJ had established his brand. The $126 million revenue generated in his first-year contract with Nike spoke volumes of it. The steady growth would set the stage and MJ would lure in the athletes that he thought worked best for his audience. Melo was one such. “MJ stepped up and said, ‘Look, I’ll pay half, Nike pay half. Look, I’ll take Melo, y’all got LeBron,'” the New York Knicks star recalled. He might have just been stepping into the league, but his impressive run at Syracuse had already spoken for him.

“Melo was that person to reach that demographic. At that time, MJ was more mature in regard to his audience. Melo came in with a little bit of edge, street cred, and appeal. It really worked for the time,” Melo’s agent noted.

As for athletes before him, remember the Jumpman Vindicate that Vin Baker wore the most? The next example of Jordan Brand’s ingenious expansion is the Quick 6. These shoes were dropped in the market sometime after Air Jordan 4, likely a nod to Jones’ jersey no. 6. They all reached the individual fan base. 

As of August 2022, there were 17 active athletes signed under the brand including Luca Doncic and Rui Hachimura. In 2023, 4 more endorsers joined the team and in 2024, Jordan Brand went all in with the rookie class. San Antonio Spurs guard Stephon Castle, Los Angeles Lakers guard Dalton Knecht, Philadelphia 76ers guard Jared McCain, and Toronto Raptors guard Ja’Kobe Walter became the newest additions in October.

But what makes the Jordan Brand so different is how it quickly began to venture out of basketball. 

NFL players who are with Jordan Brand

The mission started with former Minnesota Vikings star Randy Moss — one of the best wide receivers in NFL history. He was the link joining the brand with football in 1999. With a tribute to Moss, a huge ‘M’ was made up at the back of his shoes. After him, Dre Bly, and C.J. Stroud, the Jordan Brand has kept coming back to the football league, targeting some of the popular names of the season.

Dak Prescott is one of the most striking additions to the Jordan Brand in 2023. After leaving Adidas, he signed a five-year deal with the brand. One of the top NFL quarterbacks, Jalen Hurts, also signed a deal with the brand in the same year. 

When NIL ban was lifted in college sports, the brand ensured to reach the athletes right from the roots. The fourth overall pick of 2023, Kyle Pitts, had been a Jordan Brand athlete throughout his college years with the Florida Gators. Going into the NFL, he continued his deal. One of the best wide receivers in the NFL, Davante Adams, who is a big fan of the brand, also joined the family in 2023.

Some NFL players who have been with the Jordan Brand for quite some time include Jamal Adams (since 2017) and Michael Thomas (since 2018). But MJ did not limit to the players. NFL coach, Sean Payton became the first coach to join the Jordan brand roster in 2020. 

A reminder! In an unbelievable move, Jordan planned to expand into the soccer market in 2016. Nike announced that Neymar became the first soccer star to team up with the Jordan Brand. He is in a deal with Puma now. But the brand had been successful in adding Paris Saint-Germain to the list in 2018. 

What about the women athletes? Jordan’s daughter Jasmine has been a major force in bringing some of the best female athletes to the brand’s roster.

Jordan Brand celebrates the women athletes

Jasmine is the field representative for women’s sports marketing at Jordan Brand. She is responsible for bringing both high school and WNBA talents into the Jordan Brand family. In 2022, the Jordan Brand announced Kiki Rice as its first NIL athlete. Jordan Brand also brought Kiyomi McMiller on board while she was still in high school.

Jasmine is doing a fabulous job elevating the women’s basketball roster. But it makes us wonder, who was the first woman to join the Jordan Brand? It was 4x Paralympic athlete April Holmes. After an accident in 2001, Holmes thought she had lost all hope of playing basketball again until she heard about the Paralympics. 

“They provide me with so much more than just shoes and things. They have an entire family atmosphere at the Jordon brand. I’m the first woman of the Jordan brand. And they’ve been very helpful and instrumental and supportive in things that I’ve been able to do in terms of going out and giving away shoes, donating shoes, and donating equipment to other people,” Holmes told NPR. 

In 2008, Jordan Brand signed the athlete and launched the 2009 Air Jordan signature shoe featuring Articulated Propulsion Technology. Since then, the brand has welcomed 11 female athletes. Mikaylah Williams and Gabby Williams are the most recent additions.

Julius Erving Award winner Dalton Knecht and 19th overall pick Ja’Kobe Walter are also on the roster of NBA players which includes Jayson Tatum and more. More than two decades ago, this shoe line was launched, and today, we see a vast business empire that hit $7 billion as per June 2024 reports — double the 2020 revenue.