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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.

Report: Ty Lawson’s one-year deal with Kings is non-guaranteed

TORONTO, ON - MAY 01:  Ty Lawson #10 of the Indiana Pacers dribbles the ball in the first half of Game Seven of the Eastern Conference Quarterfinals against the Toronto Raptors during the 2016 NBA Playoffs at the Air Canada Centre on May 01, 2016 in Toronto, Ontario, Canada.  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 Vaughn Ridley/Getty Images)
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Ty Lawson is headed to the Kings, as first reported on Monday. The team made the move official on Wednesday with a press release, and USA Today‘s Sam Amick offers up another important piece of information: Lawson’s deal is not guaranteed, making it essentially a make-good camp invite.

It’s staggering how Lawson went from a borderline All-Star level point guard in 2012-13 to signing a non-guaranteed one-year deal with a lottery team three years later. His off-the-court issues have contributed to that, and he didn’t produce last season in Houston and Indiana. Still, he should have a pretty good chance of making the Kings’ roster, with Seth Curry and Rajon Rondo gone and Darren Collison their only proven point guard. They need depth there.

Ben Simmons works out with LeBron James and Dwyane Wade (PHOTO)

TARRYTOWN, NEW YORK - AUGUST 07:  Ben Simmons of the Philadelphia 76ers poses for a portrait during the 2016 NBA Rookie Photoshoot at Madison Square Garden Training Center on August 7, 2016 in Tarrytown, New York. 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. Mandatory Copyright Notice: Copyright 2016 NBAE  (Photo by Nick Laham/Getty Images)
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When Ben Simmons declared for the NBA draft this spring, he signed with LeBron James‘ Klutch Sports group for representation. That association would appear to have its advantages for the No. 1 overall pick, including the opportunity to work out with James and Dwyane Wade during the offseason. Wade posted a group photo on Instagram on Wednesday afternoon:

Also, it’s pretty staggering to see Simmons standing next to James and realizing that he’s bigger and taller.

Craig Sager undergoes bone marrow transplant (PHOTO)

LOS ANGELES, CA - JULY 13:  Honoree Craig Sager accepts the Jimmy V Award for Perserverance onstage during the 2016 ESPYS at Microsoft Theater on July 13, 2016 in Los Angeles, California.  (Photo by Kevin Winter/Getty Images)
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Thanks to a match from an anonymous donor, beloved TNT sideline reporter Craig Sager was able to receive his third bone-marrow transplant since 2014 in an extended battle with leukemia. Sager’s son, Craig Sager II, shared a photo on Twitter on Wednesday afternoon of his father undergoing the transplant, appearing to be in good spirits as usual.

Our continued well wishes go out to Sager and his family in his recovery, and we hope to see him back on the sidelines this season.

Report: Mychel Thompson, brother of Klay, working out for Kings

LAS VEGAS, NV - MARCH 04:  Mychel Thompson #15 of the Pepperdine Waves appears on the court during a game against the San Diego Toreros during the first round of the Zappos.com West Coast Conference Basketball tournament at the Orleans Arena March 4, 2011 in Las Vegas, Nevada. Pepperdine won 84-81.  (Photo by Ethan Miller/Getty Images)
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Last season, the Sacramento Kings signed Seth Curry, brother of Stephen Curry. He left this summer for Dallas, and now the Kings are working out the brother of the other Splash Brother — Klay Thompson‘s brother Mychel — according to international basketball reporter David Pick.

Mychel Thompson’s only NBA experience is five games with the Cleveland Cavaliers in 2011-12. He spent some time in the D-League after that, and played in Italy during the 2015-16 season.