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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.

Briante Weber goes from Warriors to Hornets, signs 10-day contract with Charlotte

BOSTON, MA - APRIL 13: Briante Weber #12 of the Miami Heat looks on during a timeout against the Boston Celtics at TD Garden on April 13, 2016 in Boston, Massachusetts. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement.  (Photo by Mike Lawrie/Getty Images)
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Backup point guard Briante Weber has signed a 10-day contract with the Charlotte Hornets. This comes after Weber signed two 10-day contracts with the Golden State Warriors earlier in the season. News of the signing was first reported by Yahoo! Sports.

Weber, 24, played his college games at VCU and in his work this season for Golden State was somewhat disappointing. In seven games, Weber put up 1.7 points, 0.7 assists, 0.6 rebounds, and 0.4 steals per-game. His advanced numbers tell a more complete story, where his box plus/minus was -6.1.

Charlotte will look to use Weber in a backup role to Kemba Walker. Ramon Sessions had been playing rotation player minutes for the Hornets until early February when he suffered a left knee injury that could keep him out up to six weeks.

Stephen Curry assist wins Warriors fan $5,000

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Stephen Curry wasn’t just setting up teammates Saturday night, he was helping out a fan.

One of the Warriors in-game entertainment bits is to have basically adult skeeball for cash. One female fan was doing about as well as I do at arcade skeeball when Stephen Curry ran out to give her a little help and win her $5,000.

The Warriors went on to beat the Nets and clinch a playoff slot with the win.

Paul George ejected for arguing calls, Pacers go on to lose to Heat

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Paul George already had one technical in the game (from a double technical situation), when he thought he was fouled and should have gotten a call fairly early in the third quarter of a tight Pacers game against the Heat.

George apparently wouldn’t let up barking at the referees, maybe said some magical words, but whatever happened the officials hit him with a second technical. He was tossed. You can see the reaction above.

The Pacers hung close in the game until the Heat went on a 21-4 run to open the fourth and that was the ballgame. If you’re the undisputed leader of your team — as George is — you just can’t get tossed for things like this.

Warriors first team to clinch playoff slot with win over Nets

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OAKLAND, Calif. (AP) — Stephen Curry scored 27 points on a night Kevin Durant missed his first game of the season with a hand injury, and the Golden State Warriors beat the Brooklyn Nets 112-95 on Saturday to clinch a playoff berth.

Klay Thompson added 24 points. Curry converted a four-point play just before halftime to put his team up 62-51 at the break. The two-time reigning MVP had five 3-pointers and five assists.

This is just a first step for these star-studded, NBA-best Warriors (49-9): They want the No. 1 seed in the West. Oh, and a championship.

Durant sat out with a bruised left hand. He injured his pinkie in the first quarter of a 123-113 win over the Los Angeles Clippers on Thursday night, and X-rays were negative. He practiced Friday with his left hand heavily taped and still had some discomfort Saturday.

Rondae Hollis-Jefferson scored 16 points in the Nets’ 16th straight defeat.