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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.

Giannis Antetokounmpo sprints from behind to reject John Wall dunk (video)

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There’s a lot to like about Giannis Antetokounmpo.

Maybe his most impressive ability? How quickly he covers ground.

Report: Brooklyn Nets GM search down to finalists

NEW YORK, NY - NOVEMBER 25:  The Brooklyn Nets logo adorns center court prior to the game against the Portland Trail Blazers at the Barclays Center on November 25, 2012 in the Brooklyn borough of New York City. 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 Bruce Bennett/Getty Images)
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The Brooklyn Nets remain without a general manager. With the trade deadline less than a week away. Meaning simply, when you hear rumors the next week of a blockbuster Nets trade dismiss them, they aren’t going to be doing that because they don’t have anyone in the big chair to make that call.

Someone may be in the big chair before the deadline, however. (Not soon enough to make a significant deadline deal, however.) The Nets are down to a few finalists for the job, reports Chris Broussard at ESPN.

The frontrunners are believed to be two-time executive of the year Bryan Colangelo, Denver Nuggets assistant GM Arturas Karnisovas and San Antonio Spurs assistant GM Sean Marks….

Nets owner Mikhail Prokhorov told ESPN.com on Wednesday that his search committee’s first round of interviews is over, and they were in the process of compiling a short list of candidates.

Any of those men can do a good job — if they are given the space by Prokhorov and his people to make moves and rebuild the organization without meddling or pressure to do things quickly. Prokhorov says he wants a quick turnaround for his 14-40 team, but it was his pressure on former GM Billy King to put together an immediate title contender with no regard for the long term that put the Nets in the hole they are in now.

Let’s hope he and his people have learned their lessons and they let the basketball people make the basketball decisions.

Worst dunks in All-Star Dunk Contest history? We got that video.

at Verizon Center on February 5, 2016 in Washington, DC. 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.
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The All-Star Saturday Dunk Contest has brought some memorable moments — Dr. J and Michael Jordan gliding through the air, Dwight Howard in a Superman cape, Nate Robinson showing off serious hops, through last season and Zach LaVine re-energizing the event with his athletic throw downs.

But there have been some duds, too — and from some elite dunkers. Here is a highlight mix of the worst, which is almost as much fun as the best. Enjoy, then tune in for hopefully more good than bad from Toronto Saturday night on TNT when LaVine and the dunk contest return.

Reports: Cavaliers look to trade for shooters such as Ben McLemore, Kyle Korver

NEW ORLEANS, LA - JANUARY 28:  Ben McLemore #23 of the Sacramento Kings shoots a free throw during a game against the New Orleans Pelicans at the Smoothie King Center on January 28, 2016 in New Orleans, Louisiana. The Pelicans defeated the Kings 114-105. 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 Stacy Revere/Getty Images)
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The Cleveland Cavaliers have looked at their roster, have seen the Golden State Warriors up close, and are thinking they would like to add a shooter on the wing at the trade deadline.

Multiple reports have the Cavaliers actively looking around on the trade market, although whether they can get anything done before the Feb. 18 deadline remains to be seen. At the top of the list is Sacramento’s Ben McLemore, reports Chris Haynes of the Cleveland Plain Dealer.

The Cavaliers, among with a handful of other Eastern Conference teams, have strong interest in trading for Sacramento Kings guard Ben McLemore, league sources told cleveland.com…

The Kings have declined overtures for their young 3-point marksman. But with the direction and state of the organization, external pressure could come into play when it comes to potentially moving talent. It’s widely known within league circles that agents have been pushing to get their clients out of Sacramento with the franchise embroiled in dysfunction and turmoil.

This sounds like a leak from an agent more than something the Kings are open to. McLemore swings between showing promise and being disappointing nightly. He’s athletic, he can defend well, he’s shooting 37.2 percent from three this season, but he also takes mental vacations during games (especially on defense), and he can be a turnover machine. The Cavaliers feel if they can get him in their system they can provide a better environment for development than Sacramento.

There are other options, but they may be just as unlikely.

Houston’s Trevor Ariza, Atlanta’s Kyle Korver and Washington’s Jared Dudley are all on the Cavaliers’ radar, but landing one of those three is highly unlikely.

If Joe Johnson secures a buyout in Brooklyn, league sources are adamant Cleveland would “snatch him up” for the veteran minimum.

The first three would be good fits, but the price for them will be higher than the Cavs want to pay. The Johnson buyout is a possibility (no way they will move that salary at the deadline), but the buyout is not a sure thing — will Johnson leave money on the table just to get out of Brooklyn?

ESPN’s Brian Windhorst threw out interesting names recently.

Tyreke Evans made some sense until his recent injury ended his season and that idea. Omer Asik makes zero sense. He’s a slower, less athletic, far more expensive version of Timofey Mozgov — why would the Cavaliers want him?