The Twilight Of Air Jordans

efore the first Air Jordan was released, in 1985, N.B.A. players generally wore bland shoes in black or white with perhaps a splash of color. The league’s idea—shoe color was in the rule book—was to emphasize team unity over individual stars. But, at a Madison Square Garden preseason game, Nike put its freshly signed rookie, Michael Jordan, into a pair of black-and-red shoes anyway. The N.B.A. informed Jordan and Nike that, because the shoes clashed with those of his teammates, he couldn’t wear them in games. Nike’s advertising firm, Chiat/Day, promptly created an ad to capitalize on the infamy. In the spot, the camera begins at the top of Jordan’s bald head and pans down. “On October 15th, Nike created a revolutionary new basketball shoe,” a voice intones. The camera reaches his feet. “On October 18th, the N.B.A. threw them out of the game.” Black bars clang onto his shoes. Then, the money quote: “Fortunately, the N.B.A. can’t keep you from wearing them. Air Jordans. From Nike.” Read more at The New Yorker.