In 1984, Nike was dying in basketball shoes.
Adidas was the king - the brand every player dreamed of wearing.
Then, Adidas made the most expensive mistake in sports history and handed Nike their empire.
Here's the full story: 🧵 https://t.co/yfoJPZV8Dw
It's early 1984, and Nike is getting crushed.
Basketball was controlled by two giants:
Converse that had Magic and Bird.
And Adidas that had Kareem.
Nike?
A pathetic 17% market share and no stars on board.
They needed a miracle... https://t.co/zZSXbxipca
A promising college guard was about to sign with Adidas.
His dream brand since day one.
Then, at the final meeting, Adidas decided:
They weren't interested in basketball.
The name of this kid?
Michael Jordan.
Nike saw their chance... https://t.co/ZwJzxKcI7H
They decided to make Jordan an unprecedented offer:
- $500K per year - 5x anyone else.
- His own shoe line.
- Complete creative control.
The sports world thought Nike was crazy.
Then, their worst nightmare came true... https://t.co/7xe3vRAL07
October 18th, 1984:
Jordan steps onto the court in black and red Nikes.
Nike had forgotten one small detail:
An NBA rule: shoes must be white.
The league banned them instantly.
Nike's choice:
Change colors or pay $5,000 per game.
Nike's response? https://t.co/L7gb6YsWNP
To pay every single fine.
Over $410K!
And turn it into an ad:
"The NBA can't keep you from wearing them." https://t.co/isUfJj5dj9
The 'banned' campaign exploded:
Kids wanted the shoes the NBA didn't want them to have.
Stores couldn't keep them in stock.
Fights broke out over new releases.
Nike had created something new: sneaker culture.
And the sales numbers? https://t.co/1euyYSV7b3
Nike's original sales goal: $3 million
What they actually sold: $126 million.
In just one year!!!
NBA fines: $5,000 per game ($410k total)
Marketing value: Priceless.
The sneaker industry would never be the same. https://t.co/9u0N9bR0rm
The transformation was stunning:
1984: Nike Basketball = $40M
1985: $126M
1990: $1B
Jordan Brand alone = $5.1B
Adidas watched their mistake turn into billions. https://t.co/CzVpqqjr4c
The greatest part?
Jordan has made $1.7B from Nike.
That's more money than he earned in the NBA.
All because Adidas said:
"Sorry, we're not interested in basketball." https://t.co/aRIYZBznUd
Today, Nike and Jordan Brand control 86% of basketball shoes.
Adidas? Barely 5%.
One meeting in 1984 changed everything.
Not just for shoes. For all of sports marketing. https://t.co/fIjw5J3tnx
The lesson?
In business, products can be copied.
Prices can be matched.
Features can be improved.
But culture?
That's forever.
And Nike didn't just build shoes.
They built a movement.
That's a wrap!
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