In Jordan`s rookie campaign, it didn`t take the basketball world long to realize who they were dealing with. He was not only a fascinating athlete, his charismatic smile and pleasant personality cast a spell over people – Michael Jordan had perfect commercial appeal. Nike recognized that as well. The brand needed a kick-starter and got a rocket boost in Jordan.
While the Air Jordan 1 and 2 sold well – and vaulted Nike from middle of the pack to the top of the sneaker world – the Air Jordan 3 went supersonic. Thanks to new head designer Tinker Hatfield the sneaker has become a legend in its own right. The jumpman logo was introduced with the 3, as well as a visible air cushion in its sole. Experts call the 3 the best basketball sneaker ever made, even to this day. A whole line of legendary commercials starring famous director Spike Lee as Mars Blackmon („It`s gotta be the shoes“) made the hype complete.
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