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.

Report: Bulls expect Dwyane Wade to opt in

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Dwyane Wade said he wants to see the Bulls’ plan for Jimmy Butler and the rest of the roster before deciding on a $23.8 million player option for next season.

K.C. Johnson of the Chicago Tribune:

I can tell you is most everyone associated with the Bulls believes Wade will pick up the option and remain in Chicago for a second season. More surprising things have happened in league history, though. So stay tuned.

This could be a tell that Wade will opt in. The Bulls could obviously be positioned to base their prediction on inside information into Wade’s thinking.

This could a tell the Bulls won’t trade Butler. If they know they’ll keep Butler, they can extrapolate what that’d mean for Wade.

Or the Bulls, like so many of us, just assume a 35-year-old Wade won’t turn down so much guaranteed money at this stage of his career.

PBT Extra: Why Derrick Rose more likely to be Spur than Chris Paul next season

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San Antonio heads into this summer looking to answer the question: What do we need to do to challenge the Golden State Warriors? Well, besides keeping Kawhi Leonard healthy.

They need to get more athletic, particularly along the front line, and they need a secondary shot creator and playmaker, that’s all at the top of the list.

One rumor that keeps gaining traction, Chris Paul to the Spurs. In this PBT Extra, I get into why that move is unlikely, and why a one-year contract with Derrick Rose is more probable. Basically, if you want to see a significant roster shift in San Antonio, wait until the summer of 2018.

LeBron James: ‘The closeout game is always the hardest, and Boston is going to make it even harder’

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BOSTON (AP) — It took 10 games and halfway through the third round of the NBA playoffs before the Cleveland Cavaliers finally encountered their first true dose of resistance this postseason.

After cruising to a 2-0 Eastern Conference finals lead over Boston, the Cavs were humbled at home in a Game 3 loss, and needed a 42-point night from Kyrie Irving to battle back from a 16-point hole and win Game 4.

The chatter about an NBA Finals’ matchup of two teams with unblemished playoff records is gone, but the challenge from the Celtics has sharpened the focus of the defending champs. Cleveland is expecting another unflinching effort in Game 5 from a Celtics team that isn’t backing down despite facing a 3-1 deficit in the series.

“The closeout game is always the hardest, and Boston is going to make it even harder,” said LeBron James, who rebounded from a playoff-low 11 points in Game 3 to score 34 in Game 4.

James had been saying that he felt like the Cavs needed to go through some adversity after a blistering 10-0 start to the postseason.

The way they responded Tuesday night – particularly on the defensive end – is a good sign for their prospects of wrapping up their third straight Eastern Conference crown on Thursday.

Boston shot 47 percent from the field and 35 percent from the 3-point line in the first half of Game 4 on their way to building as much as a 16-point lead.

While Irving’s scoring ignited the Cavs’ comeback, it was made possible thanks to Cleveland’s defensive effort over the final 24 minutes. Cleveland limited the Celtics to 41 percent from the field and 29 percent from beyond the arc.

“We have to go in with a bunker mentality that we had in Game 1 and Game 2, to go out and do what we do, but we have to defend,” James said. “We have to execute offensively. We have to have low turnovers, and we have to try to make them miss because some of those guys play a lot better at home. That’s just how the game be played.”

If the Celtics were playing with house money heading into the series, they are flush with it again as they return to the Garden.

They’ve given themselves a chance to erase the sting of their 44-point loss in Game 2. The Celtics are also guarding against ending their season by having to watch the Cavs celebrate a conference title on their home floor.

Boston lost All-Star Isaiah Thomas for the remainder of the postseason to a hip injury in Game 2, forcing coach Brad Stevens to shuffle his lineup and rotations in Games 3 and 4.

In addition, Jae Crowder suffered a strained left thigh in the third quarter of Game 4 as well, but returned to play the entire fourth quarter.

It’s an indication that despite still being in a dire 3-1 hole, the resolve inside Boston’s locker room remains strong.

“We owe our fans a better performance, and we know that, and we’re going to play hard,” Celtics guard Avery Bradley said. “You’re going to see a team playing hard, very hard, the entire game.”

It’s also why Cavs coach Tyronn Lue said that his team must keep all thoughts of being on the cusp of a return to the NBA Finals at bay for now.

“You can’t (think about it). As much as you want to, it’s not over,” he said.

If nothing else, Lue said their recent taste of adversity should help them remain humble heading into Game 5.

“I think it is making us better. And it’s making us tougher. It’s making us work,” the Cavs coach said. “Because they got a tough group over there. (Terry) Rozier is tough, Avery is tough, (Marcus) Smart’s tough. Crowder. So, they got a lot of tough guys that are going to compete so they’re making us compete, which is good for us.”

 

PBT Podcast: Celtics draft or trade? Carmelo future? All from your Twitter questions.

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What will Boston do with the No. 1 pick, keep it or trade it?

What does the future hold for Carmelo Anthony and the Knicks?

Is there a correct way to eat pizza? Actually, the answer to that one is yes, and it is not with a knife and fork, Donald Trump.

PBT’s Kurt Helin and Dane Carbaugh discuss all that that and more from your Twitter questions.

As always, you can check out the podcast below, or listen and subscribe via iTunes (just click the button under the podcast), subscribe via the fantastic Stitcher app, check us out on Google play, or check out our new PBT podcast homepage and archive at Audioboom.com.