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.

Pat Riley raves about Dwyane Wade, but avoids all contract talk

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MIAMI (AP) — Dwyane Wade is under contract with the Chicago Bulls, meaning other NBA clubs cannot openly talk about possibly signing him until he is a free agent. As such, Miami Heat President Pat Riley was cautious Friday when asked about Wade’s future.

Wade spent his first 13 seasons in Miami before leaving in the summer of 2016 and going to the Bulls, his hometown team. But Chicago appears in full rebuilding mode after trading All-Star forward Jimmy Butler – someone Wade was close with – to Minnesota this offseason. And since Wade is in the last year of a deal that will pay him nearly $24 million this season, buyout speculation has been rampant for months.

If Wade gets a buyout, he’d be free to join any team.

“I feel great about our relationship that we had over the 13 years,” Riley said. “And anything that happens from a personnel standpoint down the road, or any opportunities that are there, we’re always going to approach that. But right now he’s under contract. He’s under contract with Chicago and I wish him the very best.”

Some Heat players, including longtime close friend Udonis Haslem, have made clear that if Wade becomes a free agent they would definitely want him to consider a return.

“He knows how I feel,” Haslem said this month.

Riley – and every other NBA executive – has to be much more guarded. But Riley made no secret of the affinity he still has for Wade, even raving about his wife, actress Gabrielle Union.

“She was stunning at the Emmys,” Riley said. “And to see him sitting in the seat next to her at the Emmys, I said `Man, we both have come a long way.”‘

The Bulls hold their media day Monday, with camp opening Tuesday. Wade spent at least part of this week in Miami, where he kept his home, and worked out at least once at the University of Miami .

Bulls President John Paxson told CSN Chicago on Thursday he and general manager Gar Forman sat down with Wade when the season ended, and plan to do so again when he returns to Chicago in the coming days.

“We were honest with him. We told him, that we don’t know what’s going to happen,” Paxson said. “At that time we were not shopping Jimmy. But we also said all along that if a deal would come along that would allow us to rebuild, we’d have to look at it. We’ve said that to everybody. So with that said, Dwyane’s under contract. He has been a professional through and through. We want to talk to him when he comes in town, and we will.”

Wade is Miami’s franchise leader in several categories, starred on all three of the Heat championship teams and has kept close ties with several people within the organization since his departure. He was the MVP of the 2006 NBA Finals.

“Probably one of the greatest series that any player has ever had in a Finals,” Riley said.

Report: Noah Vonleh likely to miss first couple weeks of Trail Blazers’ regular season

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The Trail Blazers basically have four starters penciled in: Damian Lillard, C.J. McCollum, Maurice Harkless and Jusuf Nurkic.

The fifth – likely a power forward, though potentially a small forward if Harkless shifts down – won’t be Noah Vonleh.

Jason Quick of CSN Northwest:

Trail Blazers’ forward Noah Vonleh has suffered a right shoulder strain that will keep him out of training camp and likely the first two weeks of the regular season, CSN has learned.

Vonleh started half Portland’s games, both regular season and playoffs last season, though the low-minute role was somewhat ceremonial. The Trail Blazers really seem to want to get the 22-year-old Vonleh going.

He’s up for a contract extension, and while that always seemed unlikely, this puts a major damper on that possibility. Portland will most likely evaluate him further before proceeding in restricted free agency next summer.

In the meantime, Al-Farouq Aminu, Ed Davis, Meyers Leonard, Caleb Swanigan or Evan Turner could start. It all depends how the Trail Blazers want to balance their starting lineup and their rotation. At least they have plenty of options.

Stephen Curry says Warriors can “send a statement” by not going to White House

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It’s been a simmering topic all offseason: Will the Golden State Warriors — a team with a coach and several players who have publicly criticized President Donald Trump — make the traditional champions visit to the White House?

The first question is will they be invited? As of this point, that has not happened, according to the team.

However, this is something the Warriors plan to discuss and vote on as a team, coach Steve Kerr said. Stephen Curry was clear he plans to vote “no.”

Curry was more clear ESPN’s The Jump with Rachel Nichols.

“Obviously, you don’t wanna rush to a decision on understanding the magnitude of what this means. We have an opportunity to send a statement that hopefully encourages unity, encourages us to appreciate what it means to be American, and stand for something. So whatever your opinion is on either side, that’s what we wanna take advantage of this opportunity…

(Nichols asks if the statement would be not going): Yeah, for me, that’s gonna be my vote when we meet with the team. But it is a collective, it’s not just me, it’s not just KD, it’s about the whole team and what we were able to accomplish as a team, and the opportunity that has historically been afforded to championship teams. So we’ll have that conversation obviously, and we’ll do it as a group, and we’ll have one voice.

Some sports figures did not attend the traditional White House event in the past when Barack Obama was president (even if Tom Brady wants to deny that’s why he bailed), but teams have not skipped it.

There is a philosophical question here: If one opposes the president’s policies/actions, do you make more of a statement by skipping the event or going and saying something while there? What the Warriors know (having done these before) is this is just a feel-good photo-op event designed to make the president look good (whichever president). It’s a pure PR event, like the president welcoming the girl who sold the most Girl Scout cookies or something similar.  The president shakes hands and makes a couple of jokes, the team gives him a jersey with his name on it, and photos are taken. It’s not a place for serious discussion and statements, traditionally. The Warriors can either upend tradition by saying something while there, or they can just decide not to play the game.

It sounds like they are leaning toward the latter.

Which begs the question, will the Warriors even get an invite?

Report: Gerald Green to sign with Milwaukee for training camp (at least)

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How good is the hot chocolate at the BMO Harris Bradley Center?

I ask because it appears Gerald Green is going to be playing in Milwaukee, at least for training camp, according to Shams Charania of The Vertical at Yahoo Sports.

Free-agent swingman Gerald Green has agreed on a contract with the Milwaukee Bucks, league sources told The Vertical.

Green will sign a non-guaranteed deal for training camp and is expected to compete for a regular-season roster spot. Milwaukee has looked to add depth at the wing positions, bringing Green and veteran guard Brandon Rush to camp.

The Bucks have 14 guaranteed contracts, so it is Rush vs. Green for that final roster spot. Green played solidly last season in Boston despite inconsistent minutes, but was not brought back as the Celtics revamped their roster. Green shot 35.1 percent from three last season, can play decent defense, and is a good veteran presence on a team with young players.

As for why I asked about the hot chocolate…