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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.

Mavs rookie Salah Mejri tries to talk trash, Gregg Popovich and Tim Duncan laugh at him (VIDEO)

DALLAS, TX - OCTOBER 21:  Eric Bledsoe #2 of the Phoenix Suns is fouled by Salah Mejri #50 of the Dallas Mavericks during a preseason game at American Airlines Center on October 21, 2015 in Dallas, Texas.   NOTE TO USER:  User expressly acknowledges and agrees that, by downloading and or using photograph, User is consenting to the terms and conditions of the Getty Images License Agreement.  (Photo by Ronald Martinez/Getty Images)
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The Spurs beat the Mavericks by 26 points on Friday night, a game all of the Dallas players would love to forget. But there was a funny moment for rookie big man Salah Mejri: after a dunk, he appeared to yell something at the San Antonio bench. Gregg Popovich and Tim Duncan were completely nonplussed.

For what it’s worth, Mejri later tweeted that he wasn’t intending to be disrespectful.

Hassan Whiteside with one-handed catch block (VIDEO)

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Hassan Whiteside recorded a triple-double last night against the Hornets, and his tenth block was particularly impressive. He didn’t so much block Marvin Williams‘ layup attempt as pluck it out of the air with one hand. It almost looks like it should count as a block, rebound and steal at the same time.

Rasheed Wallace delivers truck full of water to residents of Flint, Michigan

MILWAUKEE - FEBRUARY 07: Rasheed Wallace #30 of the Detroit Pistons reacts after being called for a technical foul against the Milwaukee Bucks on February 7, 2009 at the Bradley Center in Milwaukee, Wisconsin. The Pistons defeated the Bucks 126-121 in overtime. NOTE TO USER: User expressly acknowledges and agreees that, by downloading and/or using this Photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Jonathan Daniel/Getty Images)
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The NBA world has taken notice of the water crisis in Flint, Michigan. In Thursday night’s home game against the Knicks on TNT, Pistons players wore warmup shirts that read “FLINT NOW,” and the organization announced a $500,000 donation towards providing clean water for residents of the town.

Former Pistons great and general basketball legend Rasheed Wallace went even further, according to a tweet from his alma mater, the University of North Carolina:

Sheed obviously has a connection to Michigan, having played in Detroit for six years (including on the 2004 title team) and serving as an assistant coach for the Pistons during the 2013-14 season. This was an incredible gesture by him for the residents of a town that has been without drinkable water for a long time.

DeMarcus Cousins posts triple-double in Kings’ loss to Nets (VIDEO)

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The Kings are a complete mess right now. After a loss to the Nets on Friday night, the team is reportedly considering firing head coach George Karl, who has been with the team for just about one year, and DeMarcus Cousins says they have “a bigger issue than the players.”

But, on the bright side, Cousins is still a monster on the court. During the Nets loss, he posted a triple-double with 24 points, 10 rebounds and 10 assists, showing why he’s the one thing about this franchise that is going to be worth talking about long-term.