Billboards and ads are overrated. Nike decided citations were better. In fact, the company learned this effective marketing strategy in 1985. One ban and a hefty fine turned the fortunes of a near-bankrupt sneaker-maker into overnight success. 40 years later, Nike, the Jordan Brand, and its namesake are celebrating that historic change in sneaker culture in creative ways. If you’ve been keeping track, Nike and the Chicago Bulls covered up any appearances of Air Jordan 1s on Michael Jordan’s statue and on their websites. Now they’ve gone a step further with their entire workforce.

Bringing back the time the NBA banned the very first Jumpman shoes, Nike is showing strict compliance with the league by banning the shoes in its own HQ. Clips have surfaced on the Internet of a ‘compliance officer’ of sorts issuing citations to Swoosh employees for wearing those very familiar black and red skids.

Complex Sneakers wrote, “The marketing budget for the “Banned” Jordan 1s is crazy,” but fans are pointing out this genius stroke of creativity probably cost the top 2 occupiers of the global sneaker market (Nike and the Jordan Brand) nothing!

All they needed was a stout and prim character who looks like the unassuming high school principal in an 80s teen romcom or one of the Queen’s secretaries in The Crown, a clipboard, and a lackey. Also note, our enforcer – identified as ‘Officer Roprano’ – is wearing white sneakers, which was the official league requirement for the players back then.

This enforcer cites the sections of a ‘uniform code’ that the Air Jordan 1s employees are wearing, which is very amusing to bystanders. Another deputy asked for the employee’s badge to issue the citation. The picture of the actual citation also made it on the Internet.

The Jordan Security Services (not real) issued a penalty that states, “This citation confirms and verifies that a certain Jordan basketball shoe violates rules and procedures enacted on or around October 18, 1984 by the NBA. They are prohibited at Nike World Headquarters.”

On the surface, it looks very real. Even if the punished workers are extremely amused by the penalty. But is it real?

The truth behind Air Jordan violation

Note that the ‘banned’ label is a misnomer. The NBA never actually banned the Air Jordan 1s. They just fined Michael Jordan $5,000 every time he wore them. Nike reportedly paid those fines because the drama was benefitting them.

The AJ1s were released in September 1985 and in October, the NBA took issue with it. His Airness’ star power was already boosting sales. But a clever ad campaign centered around the ‘banned’ controversy made this pair of shoes a cult phenomenon.

Nike is celebrating its 40th anniversary by ‘banning’ the Jordan 1s everywhere since Christmas Day 2024 with a commercial and placing black boxes on Jordan’s statue at the United Center. This stunt is the latest entertaining way. But here’s the clincher.

At the bottom of the citation is a notice informing the receiver of a gift card. “Violators are encouraged to apply the enclosed gift card towards the purchase of compliant footwear, or, if you are not gonna let a little ban stop you, towards the purchase of a pair of Jordans.” 

And here we thought Nike had a sudden taste for obedience. Fortunately, the spirit of defiance is alive and well in the Swoosh.

As always, the Jumpman is igniting the imagination of sneakerheads in ingenious ways. Is this stunt making you crave a pair of Jordan 1s too?