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

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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.

Bulls claim PG Kay Felder off waivers

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The Bulls’ point-guard position is a quagmire.

Kris Dunn and Cameron Payne are both injured (and not necessarily good). Jerian Grant is maybe an adequate backup pressed into starting. Ryan Arcidiacono is on a two-way contract.

Enter Kay Felder.

Bulls release:

The Chicago Bulls announced today that the team has waived forward Jarell Eddie and center Diamond Stone, and claimed guard Kay Felder off waivers.

Felder was waived by the Hawks, who acquired him in a salary-dump trade from the Cavaliers. Cleveland drafted Felder No. 54 last year, but ran out of roster spots this year.

Felder is only a moderate prospect. He impressed in the D-League, but at 5-foot-9, he has significant limitations. (His size also makes him incredibly fun to watch when he gets rolling.)

For Chicago, he’s a quite-noteworthy addition.

LeBron James: ‘I still got Pandora with commercials’

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Dwyane Wade revealed last year that LeBron James refuses to use his phone internationally unless he’s on Wi-Fi.

LeBron’s friend and new Cavaliers teammate again brought up that claim, and LeBron confirmed – then went even further about his own cheapness.

LeBron in a joint interview with Wade on ESPN:

No. I’m not doing that. I’m not turning on data roaming. I’m not buying no apps. I still got Pandora with commercials.

LeBron – he’s just like us!

As funny as that line is, keep watching to see LeBron hilariously explain how his hairline affects his interviews.

PBT Extra: LeBron as MVP and other NBA postseason award predictions

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Last year, Russell Westbrook had a historic season on his way to the MVP award, with James Harden and Kawhi Leonard right on his heels. But heading into this season, the dynamic for MVP — and many of the NBA awards — feels very different and wide open.

In this latest PBT Extra, I lay out my preseason predictions for every award — LeBron James for MVP, Ben Simmons for Rookie of the Year, and on down the list. There are a few leaps and surprises in there (predicting Most Improved or Sixth Man before the season is a crap shoot, so why not gamble).

Now the predictions season is over, let’s get on to the games.

Jazz: Dante Exum undergoing surgery after shoulder injury

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Jazz point guard Dante Exum hurt his shoulder in a preseason game – an injury that immediately looked like it could be season-ending.

Though Utah doesn’t outright say Exum is done for the year, this doesn’t engender much hope.

Jazz release:

The following is a medical update on Utah Jazz guard Danté Exum who suffered a separated left shoulder on October 6 vs. Phoenix.

After further evaluation, Exum (6-6, 190, Australia) has elected to undergo surgery to stabilize the AC joint of his left shoulder. The surgery is scheduled to take place Tuesday, October 24 in Los Angeles. Further updates will be provided when appropriate.

Exum (obviously) didn’t receive a contract extension before today’s deadline, so he’ll become a free agent next summer. After one full missed season already and two years of limited effectiveness, it’s not even clear Utah will extend Exum a qualifying offer to make him a restricted free agent. The former No. 5 pick almost certainly won’t meet the starter criteria, which means his qualifying offer would be worth $4,333,931 (down from $6,619,903 based on his draft slot).

The Jazz will start Ricky Rubio, and Raul Neto will be the primary point guard behind him. Wings Rodney Hood, Alec Burks, Donovan Mitchell and Joe Ingles can all share facilitating duties.

Utah will probably be just fine without Exum this season, which speaks to his marginal place long-term.