Michael Jordan’s $6.6 Billion Success Would Have Never Happened if Not for 1 Fateful Decision by Legendary Nike Executive

It all started in 1982. It started with Nike struggling to find its place in the basketball scene, struggling to face the competition from Adidas and Converse. But then came this 19-year-old freshman who looked more at home on a basketball court than anywhere else, who made a 16-foot jump shot to win North Carolina the NCAA championship that season. “I didn’t give a damn about Michael Jordan,” said legendary Nike executive Sonny Vaccaro. But had it not been for the decisions that followed, who knows where Nike would’ve been today? Who knows where Michael Jordan would’ve been today? But MJ’s story cannot be told without one person—a person who had everything to do with Vaccaro’s fateful decision.

It soon became clear that Michael Jordan was, in fact, the next big thing back then. Imagine being a Nike executive approaching an up-and-coming Jordan to sign a deal with a brand still finding its footing on the basketball court. That’s precisely what Sonny Vaccaro was going through, and he knew Hir Airness had his eyes set on Adidas. In an interview with The Guardian, Vaccaro revealed, “[Jordan] basically said he loved Adidas right up front. He was probably going to Adidas if they gave as much money as other people. I said, ‘Michael, who are you the closest to?’” The answer that followed is what has invariably led to the success of the Nike-Jordan partnership.

The Nike man was fully expecting Jordan to mention his North Carolina coach or someone he shared the court with. Instead, “He said, ‘My family’. It just stuck in my mind.” And who was Jordan closest to in his family? His mother, Deloris. The decision to persuade Deloris Jordan set the scene for all that Nike and Jordan have achieved together since. The “Air Jordan” shoe was conceptualized, and the now-six-time NBA champion signed a $2.5 million five-year deal in 1984. Oh, and Deloris insisted her son get a share of the profit from every pair sold. Guess what followed.

The Jordan Brand is now a subsidiary of Nike, and since its inception, Nike and His Airness have enjoyed tremendous success, both with their effects on culture and bank statements. The Jordan brand earned around $6.6 billion in total revenue for 2023. For MJ, who earns a 5% royalty from the company, that amounts to a cool $330 million. Had it not been for that question Vaccaro asked Jordan and MJ’s response to it, Nike and Jordan may not have had the success that followed.

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Looking back in time, the process of signing Michael Jordan was a hard-fought battle. The world saw behind the scenes of Nike landing Jumpman in the 2023 movie, ‘Air.’ Directed by Academy Award-winner Ben Affleck, the movie shed light on Sonny Vaccaro’s contribution to the formation of the Jordan Brand. But more importantly, it was about the relationships portrayed, and Sonny Vaccaro revealed which of them was as accurate as could get.

Sonny Vaccaro’s relationship with Deloris Jordan was the ‘most real’ aspect of ‘Air’ 

Ahead of the premiere of ‘Air,’ 84-year-old Sonny Vaccaro revealed his excitement to witness the magic again on screen. The film began with the details that convinced Vaccaro (played by Matt Damon) to select a rookie, Michael Jordan, for their brand. “I didn’t pick him. I picked somebody else who was damn good, too,” Vaccaro revealed. But after conversing with MJ, knowing how much his family meant to him, Vaccaro knew what he had to do.

In an interview with Vanity Fair, he described his relationship with Jordan’s mother, right from how he got in touch with her. “I ask somebody. I get [Deloris’] number, make a phone call and we start conversing. And that’s what led to that last meeting [in Oregon]. Mrs. Jordan and I formed a relationship [by] talking on the phone, and she and I became very close through life. The closest to honest thing about the whole movie is my relationship with Mrs. Jordan…that was real.”

Sonny Vaccaro’s question to Michael Jordan. Michael Jordan’s response to it. Sonny Vaccaro’s persuation to get Deloris Jordan on board with the deal. Deloris Jordan’s business mindset. All of it contributed to making the Nike and Jordan brands the sporting powerhouses they are today.

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