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.

Irving’s 47 lead Celtics past Mavericks to maintain streak

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DALLAS (AP) — Kyrie Irving scored 10 of his season-high 47 points in overtime as the Boston Celtics rallied once again from a double-digit deficit to beat the Dallas Mavericks 110-102 on Monday night and extend their winning streak to 16 games.

The Mavericks led by as many as 13 points in the fourth quarter, but as they have several times during their winning streak, the Celtics stormed back.

The winning streak ties the fourth-longest in Celtics history.

Boston tied the game at 96 when Irving stole the ball from Dirk Nowitzki and fed Jayson Tatum for an alley-oop lay-up that hung on the rim for a full second before dropping through.

Irving scored his team’s first six points of overtime. Then after Jaylen Brown gave Boston a 104-102 lead with a jumper with 1:39 to play, Irving went to work on Yogi Ferrell, backing him down and drawing contact on a lay-up with 48.5 seconds to play. Though Irving missed the free throw to keep the score 106-102, Dallas never got closer.

Harrison Barnes scored 31 points and Wesley Matthews had 18 for Dallas, which came back from an early double-digit deficit as the Celtics went cold for much of the second and third quarters.

Irving and Barnes had chances in the final 30 seconds but both missed shots that would have given their teams the lead.

The Mavericks fell behind by as many as 15 points in the first half, outscoring the Celtics 55-35 over the second and third quarters.

Dallas took its biggest lead of the game when Yogi Ferrell fed a cutting Dwight Powell for a lay-up to make it 87-74 with 7:47 to play before the Celtics rallied.

Boston shot just 10-for-34 over the two middle quarters after building the early lead.

 

DeMarcus Cousins ejected after elbowing Russell Westbrook in head

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DeMarcus Cousins‘ history of flagrant fouls certainly didn’t help him here, but if anyone elbows a guy in the head, he’s going to get tossed.

And that’s what Cousins did here.

Midway through the third quarter in New Orleans, Cousins blocked a putback attempt by Russell Westbrook, then grabbed the rebound. Westbrook tried to reach in across Cousins’ body for the steal, and Cousins cleared out space with his elbow — right to Westbrook’s head. Cousins walked around saying “no, no, no” afterward, and he likely thinks the officials had it out for him here because he was just getting a guy off him, but we go back to the original point — elbow a guy in the head, get tossed. The league is cracking down on blows above the neck. Westbrook did not leave the game.

The Pelicans went on to come from 19 down to win the game 114-107, behind 36 points and 15 boards from Anthony Davis.

Damn, Paul George with the in-game bounce pass alley-oop to Jerami Grant

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The game has been close (as of midway through the third quarter), but that didn’t stop Oklahoma City from putting on a show in New Orleans.

Paul George had the ball on a 2-on-0 fast break and decided to throw the playground bounce-pass alley-oop, which Jerami Grant got up and finished with authority. This could be one of the dunks of the year.

We’re going to see that highlight for a while.

Jusuf Nurkic’s agent says big man wants to stay in Portland this summer

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Last season, after his trade from frustrated backup big in Denver to new starter in Portland, there was a honeymoon — the Blazers went 14-6, their defense was better, and Nurkic was a big man setting big picks for quick guards in Damian Lillard and C.J. McCollum.

This season the honeymoon is over, things have been up and down, but far from time to say the marriage should end, as he is a free agent next summer. Nurkic is the only real starting center on the roster (even if coach Terry Stotts left him on the bench in the fourth quarter in favor of Ed Davis a few games back). Nurkic is averaging 14.6 points and 7.2 rebounds a game, and the Blazers’ defense is 1.5 points per 100 possessions better when he is on the court. However, his effort level has been up and down, and his shot is off, with a true shooting percentage of just 49.4, and he is shooting just 56.6 percent in the restricted area.

Nurkic wants to stay in Portland, his agent told Ben Golliver in a story at Sports Illustrated (that story is worth the read for the Nurkic origin story, which is amazing).

“I feel like the Blazers are very happy with Jusuf and Jusuf is very happy there,” Tesch, the agent, told The Crossover by telephone this week. “We had some [extension] talks but we decided to play it out this year and engage in talks again in July. He has already proven that he can help the team. There is a fit for Jusuf in Portland and he’s looking to stay there long-term.”

The two sides talked extension before the season, but Portland understandably wanted to make sure there was more to this relationship than just a honeymoon. It gave Nurkic a chance to drive up his asking price.

Portland and Nurkic likely will find a long-term deal next summer because it just makes sense for both sides. There are not a lot of teams with max free agent money next summer (4-6, I was told by an insider), or a lot of money to spend in general, and both DeAndre Jordan and DeMarcus would be centers on the market who rank ahead of Nurkic. Portland will offer more than other free agent destinations, if not as much as Nurkic dreamed of, and they will find common ground.

But there is a lot of season to play out before then. The Blazers feel like a team that should be better than its record so far, and Nurkic is part of that untapped potential. If things change, that’s good for Nurkic — and the Blazers.