1
Watching The Last Dance these days, my heartbeat has soared throughout the process, and I choked up a few times.
It was like living the middle school again.
There were several shots. Jordan was holding his shoes and putting on laces before going on the court. I asked Marx whether it is possible for Jordan to drive a pair of new shoes every game...
The answer is: that's not it.
2
In 1984, Nike's situation was not optimistic. At that time, the company's CEO Phil Knight even used the literary slogan in his open letter to shareholders:
"Orwell was right. 1984 was really a difficult year."
In the summer of that year, Nike signed a five-year contract with a young player who had just entered the NBA not long after, setting a record of 2.5 million U.S. dollars.
This money is indeed close to sky-high prices for newcomers, but Nike's requirements are also very demanding: Party B must win the best newcomer of the year, enter the All-Star team, or average more than 20 points per game for three consecutive years.
Nike intends to take a gamble.
Fortunately, Party B did not disappoint.
3
The Last Dance said that Jordan originally wanted to go to Adi to talk about cooperation, but was rejected.
Nike came to talk to him about the contract and he didn't want to take care of it. If it weren't for his mother's repeated persuasion, he almost never went to meet with the company's top executives.
It can be seen how bleak and desperate Nike was at the time.
4
It's hard to imagine Jordan himself expressing the indescribable "unspeakable taste" to Air Jordan 1.
It is also hard to imagine that this pair of shoes sold 1.5 million pairs within 6 weeks of release.
Nike's original best expectation was to sell 100,000 pairs within a year.
5
In February 1985, just a month and a half before the official launch of the original Jordan shoes AJ1, the NBA wrote a letter to Nike saying that Jordan could not wear these black and red shoes to the game because it "violated the rules of the league." "-At that time, all sneakers must be at least 51% white.
The clever Nike's crisis PR is really great.
They made this stalk into an advertisement and continued to advertise AJ1.
I have to admire the Nike advertising creativity of that era
Although the new shoes actually had a different and more so-called traditional color scheme, Nike still let Jordan wear "illegal shoes" to play.
Therefore, every time Jordan's feet stepped onto the playing field, the NBA would fine him $5,000; while Nike paid the fine, he was delighted: such a cheap advertisement is simply a pie in the sky.
6
What's interesting is that many years later, some fans, to be precise, sneaker collectors, suddenly remembered this one day and asked to find a photo of Jordan wearing illegal sneakers. They searched through all the information but they couldn't find it.
The only evidence that can be found is a photo of Jordan when he participated in the slam dunk contest in 1985-he did wear an AJ1 called "Breds", but the problem is that the NBA's 51% white shoe rule does not apply to the regular season. Outside the game.
In regular competitions, Jordan wore the same "Chicago" color scheme, with more white, which was absolutely compliant.
A true sneaker collector didn't believe in evil and continued to search for historical materials. Finally, he saw a pair of red and black Breds in a black and white photo of Jordan at the Madison Square Garden in New York in October 1984.
However, a closer look shows that the tongue and front of this pair of shoes have a slight gap with the AJ1, and the design of the heel lacks the signature technique of designer Peter Moore.
It turns out that this is not AJ1, but Air Ships-Jordan actually wore it all the time before the first generation of AJ left the factory in April 1985.
Therefore, "5,000 dollars per game" seems to be just a gimmick for Nike marketing.
But who would mind?
7
The first generation of AJ1 in 1985, the current market price is about 5000 US dollars for a pair.
What's fun is that in 1994, when Jordan, who had just won three consecutive championships, announced that he would retire to play baseball for the White Sox, Nike decided to bring the original Jordan shoes to the market.
It has been discontinued since 1986 + the 10th anniversary of the birth of the Jordan shoe series, no matter how you look at it, it is a rare big selling factor.
This seems to be the most common method of attracting money now. However, the seemingly favorable time and place to make a stable profit has become an embarrassment of historical capitalization.
Nike re-enacted two color schemes of "violating shoes" Breds and "Chicago" this time, raising the price from a small $65 a decade ago to a seasonal price of $80.
No one thought that this batch of shoes could not be sold at all, and the price even dropped to $20 in the end, which was still unsalable.
Now, the market price of this first-generation re-engraving in 1994 is about $1,500.
8
Although it encountered Waterloo in 1994, the retro style began to gradually become a climate.
Air Force 1, which first came out in 1982, made Nelly's annual rap song in 2002. People's preference for sneakers has also shifted from "new and new" to the dirty old style.
Jordan re-enacted the AJ4 series in 1999, and re-enacted the 5, 6 and 11 series in 2000. Then in 2001, the original Jordan shoes were finally re-engraved again, this time there are 7 color combinations.
9
Jordan's favorite Jordan shoes are not the first generation.
According to his own statement in an interview, his favorite is the 11, which is the pair worn in the movie Space Jam-although experts say that the design of the 11 is not friendly to basketball players.
When he won the championship for the first time, he was not wearing the first generation, but the black and red 6.
(The documentary said that when making this movie, Jordan shot from six in the morning to six in the evening, and invited NBA players to the studio to play games with him after work was over in the evening.)
10
In 2019, AJ1 released more than 80 new color schemes, and AJ4 released 18 new colors.
The original Jordan shoes cooperating with Dior are about to go on sale, and the price is expected to be 2000 dollars.
I have only bought a pair of AJ1, Death Barbie powder. I bought it last year. I was seen by my girlfriend and liked it once, so I gave it to her.
AJ1 is like first love. It's gone when it's gone. When you meet again, it's a matter of fact, without any disturbance.
Once upon a time, basketball wished to be more important than my life.
For me, after Jordan, there is no more basketball.
I still miss not sleeping or doing homework when I was in high school, watching Jordan play, crying on the desk for losing a game, and I didn’t have money to buy AJ for a day, and then every week I save money for lunch on weekends and buy a glass bottle. It was a time when I was very excited to save a few bottles to change a Jordan poster.
View more about The Last Dance reviews
