In 1984, Nike signed rookie basketball player Michael Jordan and created a shoe in his name – the Air Jordan.
The unprecedented deal would change sports marketing forever.
Former executive Sonny Vaccaro was the man who persuaded his bosses to put all their marketing budget on one untried player.
He became convinced of Michael’s talent after seeing him make the winning shot in a college game.
He tells Vicky Farncombe about the challenges of persuading Michael – an Adidas fan – to sign, and how the Air Jordan's controversial black and red colour scheme upset the National Basketball Association (NBA).
Eye-witness accounts brought to life by archive. Witness History is for those fascinated by the past. We take you to the events that have shaped our world through the eyes of the people who were there. For nine minutes every day, we take you back in time and all over the world, to examine wars, coups, scientific discoveries, cultural moments and much more.
Recent episodes explore everything from football in Brazil, the history of the ‘Indian Titanic’ and the invention of air fryers, to Public Enemy’s Fight The Power, subway art and the political crisis in Georgia. We look at the lives of some of the most famous leaders, artists, scientists and personalities in history, including: visionary architect Antoni Gaudi and the design of the Sagrada Familia; Michael Jordan and his bespoke Nike trainers; Princess Diana at the Taj Mahal; and Görel Hanser, manager of legendary Swedish pop band Abba on the influence they’ve had on the music industry. You can learn all about fascinating and surprising stories, such as the time an Iraqi journalist hurled his shoes at the President of the United States in protest of America’s occupation of Iraq; the creation of the Hollywood commercial that changed advertising forever; and the ascent of the first Aboriginal MP.
(Photo: Air Jordans. Credit: Getty)