Nike’s ingenious marketing around the Air Jordan 1 sneakers leveraged an NBA rule at the time that mandated players’ shoes be at least 51% white. Michael Jordan’s Air Jordan 1 sneakers, however, were black and red with only a hint of white, violating this rule. The NBA fined Jordan $5,000 each time he wore the shoes on the court, but Nike was quick to see an opportunity. Rather than comply, Nike paid the fines on Jordan’s behalf, embracing the rebellious image. Nike then used the “banned” narrat
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Nike’s ingenious marketing around the Air Jordan 1 sneakers leveraged an NBA rule at the time that mandated players’ shoes be at least 51% white. Michael Jordan’s Air Jordan 1 sneakers, however, were black and red with only a hint of white, violating this rule. The NBA fined Jordan $5,000 each time he wore the shoes on the court, but Nike was quick to see an opportunity. Rather than comply, Nike paid the fines on Jordan’s behalf, embracing the rebellious image. Nike then used the “banned” narrat
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