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It’s Gotta Be The Shoes: How Nike bet on Jordan, Jordan bet on Nike and both won. Big.


It seems like another world now — like discussing Pompeii or prohibition — but there was a time when Nike was just another struggling shoe company. In 1983, Nike had revenues of less than $1 million.

In 1984, Nike signed Michael Jordan.

Today, Nike owns the basketball shoe market. Owns it. When you factor in all the Nike brands — Nike, Jordan, Converse — you are talking nearly 95 percent of the basketball shoe market. And the Jordan Brand remains the biggest seller by far.

Michael Jordan turns 50 this weekend and yet his legacy and his shoes are such that when you talk to players coming out of college about their goals in the NBA, becoming part of the Jordan Brand family still comes up a lot. I mean with most of them. Players who were in kindergarten the last time Jordan won a ring.

It’s doesn’t gotta be the shoes. It is much more than that.

All this because of a big gamble back in the 1980s where a company that needed a star bet on the guy who would go on to become the general consensus greatest player ever, and that player bet on the company’s marketing skills.

Roland Lazenby, the author of “Blood On The Horns, The Long Strange Ride of Michael Jordan’s Chicago Bulls” (which is being re-released right now by Diversion Books as an ebook edition in honor of Jordan’s birthday) and also the author of a new Jordan biography due out in the spring of 2014 (by Little, Brown), said that even MJ admits it was all fortuitous.

“As Michael told me in discussing his career, ‘Timing is everything.’” Lazenby said. “He came along at a time when Nike, a struggling company, was suddenly willing to gamble millions, far more than had ever been gambled, on an untested NBA player, giving him an unprecedented deal before he had even played an NBA game.

“Nike turned its full efforts to marketing Jordan. Then suddenly he emerged as this amazingly athletic figure, wearing a shoe that was banned by the NBA.”

People sometimes forget that part of the story. David Stern and the NBA banned the first pair of Air Jordan’s in 1985, just weeks before the start of the season, because they were completely Bulls red and black with no white on them.

There is no better marketing endorsement than having the man say, “you can’t have it.” That shoe and that moment spawned today’s sneakerhead culture.

“Nike took that circumstance and pushed it, which would have meant nothing if Jordan hadn’t played the way he played,” Lazenby said. “It was a departure from the past that showed it was also immune to the future.”

Jordan’s play was the key. It started because of his athleticism, his “jumpman” dunks that went on to become the Jordan Brand logo. He could fly, and Spike Lee was yelling “It’s gotta be the shoes.” But everything grew exponentially as Jordan started to win and win big. He became the best player in the game and owned his generation, booming the popularity of the NBA.

And booming the sales of Nike and his shoes. Because everyone wanted to “Be Like Mike.”

“As I say in my book, he became the godhead of a global sports marketing machine,” Lazenby said. “Godheads aren’t flashes in the pan. They paid Jordan so much, and his shoes sold so well that he essentially became a partner in Nike long before they officially recognized it.

“He became enmeshed in culture like no athlete before or after.”

And with him, so did Nike.

Now they are a key part of the lucrative running shoe market (they maintain more than half the market) and Nike is a global apparel brand with it’s swoosh on pretty much everything but refrigerators.

But none of that would have been possible without a big gamble on Jordan that paid off better than anyone expected.

Gallinari ready to take big role in new Nuggets offense

Danilo Gallinari, Jimmy Butler
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DENVER (AP) — Danilo Gallinari wants everyone to know this: His surgically repaired left knee, the one that took three procedures to fix and nearly two seasons to fully trust, no longer bothers him.

The Denver Nuggets forward doesn’t need to be on any sort of minutes restriction. He doesn’t need days off during the season. And he certainly doesn’t need to be coddled.

He’s Gallo again, the hard-to-guard Italian playmaker who can knock down the 3-pointer just as easily as drive to the hoop or even post up. He believes he will fit in quite nicely into new coach Michael Malone’s system.

“The thing I’m focused on is trying to get (this team) back to the same level that the Nuggets were when I got to Denver, when we were going to the playoffs easy. When we were clinching a playoff one or two weeks before the season was over,” said Gallinari, who was acquired in the 2011 blockbuster deal that sent Carmelo Anthony to the New York Knicks. “We need to get back to that level.”

Almost seems so long ago, given that the Nuggets have missed the playoffs two straight seasons after consistently making it for nearly a decade.

Gallinari returned last season for the first time since blowing out his knee in a game on April 4, 2013. His minutes were closely monitored early in the season. He never really got completely on track until late last season, when he averaged 20.5 points over the final 10 contests, including a career-high 47 against Dallas. He’s hoping to carry that kind of confidence this season.

“I’m good to go. I was good to go as soon as the beginning of last year,” Gallinari said. “I was not on the same page with the coach that we had.”

That would be Brian Shaw, who was fired last March after 1 1/2 seasons in charge and going 56-85. Exactly why he wasn’t on the same page with Shaw, well, Gallinari preferred the past remain the past.

“I’m ready to play the new season,” he said. “We need to win games, and get back to the same level we were before.”

Gallinari thinks the Nuggets have the personnel to do just that, especially with a rookie point guard in Emmanuel Mudiay and Gallinari’s knee feeling better than it has in a while. He feels like he has some ground to make up, too, since he said that knee robbed him of some of his prime.

“Playing my best basketball right before I got injured,” the 27-year old said. “Now, we’re back to the same level, hopefully better.

“My knee has been feeling great. It felt great last year. Feeling great during the summer. Feeling great now. I just feel good.”

He spent the summer playing for the Italian team at the EuroBasket tournament, where he averaged nearly 18 points a game. In those games, Gallinari saw quite a bit of time at the four spot on the floor, forcing teams to either use a bulkier big man to cover him and risk getting burned on a drive or a smaller player that Gallinari could simply shoot over.

Malone plans to employ a similar type approach, something they discussed over gelato when the coach visited Gallinari in Italy soon after he was hired.

“He’s 6-foot-10. He can handle the ball. He can play pick-and-roll. He can stretch the floor and shoot the 3,” Malone said. “There’s not a lot he can’t do offensively.”

Gallinari wants the responsibility of being the go-to player for the Nuggets this season, especially at crunch time.

“I’ve always been trying to do that, since I came to Denver,” Gallinari said. “That’s what I like to do. I feel good filling those shoes.

“I want to have the ball in my hands. I do want to have the ball in my hands a lot more.”

Knicks’ Rookie Jerian Grant gets up, throws it down (VIDEO)

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The Knicks did well trading for Jerian Grant on date night — he’s going to be able to walk in this year and play quality minutes off the bench.

And, he can get up and throw it down.

Carmelo Anthony had 18 points to lead the Knicks to a 94-88 win over the Sixers.