Back in 1985, the Air Jordan 1 made waves for all the right—and wrong—reasons. The NBA fined Michael Jordan $5,000 every time he laced them up. But Nike saw an opportunity. They covered the fines, turned the controversy into a marketing goldmine, and the “banned” narrative became legendary. Fast forward nearly 40 years, and Nike is once again tapping into that rebellious energy—but this time, fans aren’t buying it.
To mark the sneaker’s 40th anniversary, Nike and Jordan Brand rolled out a marketing stunt that had employees at their headquarters doing double takes. Two individuals decked out in “JORDAN SECURITY SERVICES” uniforms were spotted handing out mock citations to employees caught wearing Jordans. The idea? A playful nod to the NBA’s original ban.
“THIS CITATION CONFIRMS AND VERIFIES THAT A CERTAIN JORDAN BASKETBALL SHOE VIOLATES RULES AND PROCEDURES ENACTED ON OR AROUND OCTOBER 18, 1984 BY THE NBA. THEY ARE PROHIBITED AT NIKE WORLD HEADQUARTERS,” the slip read.
Jordan Brand’s marketing strategy has been aggressive, using social media teases and collaborations to build hype. They kicked off the campaign in early January with a re-release of the original 1985 ad, then took things further by deactivating Jordan Brand’s Instagram account entirely—a move meant to create buzz.
However, while some fans are excited about the sneaker’s return, many are calling the campaign forced and out of touch.
Fans not too pleased with Nike’s Michael Jordan campaign
It’s no secret that sneakerheads have been waiting for the return of the Air Jordan 1 High ’85 Bred, but Nike and Michael Jordan brand’s latest marketing stunt isn’t winning everyone over. Fans aren’t just frustrated—they’re downright annoyed.
“Too much effort, not enough pairs being released. Nike is overly corny for this,” one fan vented. Another echoed the sentiment, saying, “This ‘banned’ thing getting corny.” And they might have a point. The sneaker will drop on February 14, 2025, but in true Nike fashion, it’ll be nearly impossible to cop. Only 23 stores in the U.S. will have them, with fewer than 10,000 pairs available.
With demand sky-high, the over-the-top marketing blitz is rubbing people the wrong way. Fans aren’t interested in gimmicks—they just want the shoe. “Love everything they’re doing for a release no one’s gonna be able to get,” one person wrote. Another summed up the frustration perfectly: “All this marketing just for it to be 10,000 pairs, what kinda sh*t is this bruh.” The backlash is growing, with many feeling that Nike is prioritizing theatrics over actually delivering to loyal customers.
But that’s not stopping Jordan Brand from doubling down on the nostalgia. In a bold move, they teamed up with the Chicago Bulls for a stunt at the United Center. The iconic Michael Jordan statue got a major update—his sneakers are now officially “banned.” It’s a nod to the infamous moment in 1985 when the league tried to stop Jordan from wearing his black-and-red AJ1s.
Nike didn’t stop there. They even took the “Banned” theme to their official website. They blacked out images of various Jordan 1 models—High Golf, Brooklyn, Method of Make, Mid, and Low. Yet, in true Nike fashion, the censored sneakers are still available through clickable links, keeping the hype machine running. The AJ1 High ’85 Bred will retail for $250, but good luck getting a pair.
Still, one fan had a simple solution: “Maybe spend less on marketing and more $ on making more pairs.” And honestly, they have a point. This release is special—it’s the first time the AJ1 is returning in its original 1985 cut, with premium materials making it one of the best reissues yet. But what good is a legendary sneaker if barely anyone can get their hands on it?
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