Everything with Michael Jordan on it sells like hotcakes, but a marketing campaign still doesn’t hurt. Or does it? The fans who would’ve entered the United Center for the recent Chicago Bulls vs Denver Nuggets matchup might’ve noticed something peculiar.
MJ’s iconic statue, the one that’s practically a shrine for basketball fans, would have its legendary Air Jordan sneakers blocked out. Intriguing, right? Well, it’s all part of a clever marketing campaign celebrating 40 years of the Air Jordan 1.
The campaign kicked off in style on Christmas Day with a commercial that provoked a thought: what if Michael Jordan and Nike hadn’t rewritten sneaker history? Now, Jordan Brand and the Bulls are taking that campaigning idea to another level with his statue at the United Center.
To better understand it, let’s rewind to 1985, the year the Air Jordan was born. It wasn’t just a basketball shoe; it became a cultural phenomenon that inspired greatness for generations. But even something as legendary as the Air Jordan had its battles.
Barely a month after its release, the NBA tried to ban the shoe. Why? The league had strict rules back then, requiring sneakers to be mostly white—at least 51 percent. The black-and-red Air Jordan “Bred/Banned” broke those rules. Did that stop MJ? Of course not. He wore them anyway, with Nike happily paying the fines.
Fast forward to now, and the Jordan Brand has found a brilliant way to honor that rebellious spirit. Those black bars from the 1985 commercial, they’ve reappeared. Only this time they’re covering the Air Jordans on Mike’s statue. It seems, however, that the marketing campaign is not receiving the desired response. At least, on social media platforms.
Fans react to the marketing campaign of Michael Jordan’s brand
From exclusivity to pricing, the buzz is loud, but not everyone’s on board. One fan didn’t hold back their frustration, writing, “Why do all this promo and we got no chance of getting them lol.” And honestly, he has a point. With only 10,000 pairs available and just 23 U.S. stores distributing them, not many fans will get a shot.
The promotional effort at the United Center also raised eyebrows. “Wild since the shoes are 9’s,” one fan pointed out. If you’ve seen the iconic statue of MJ, you know he’s wearing Air Jordan 9s—not the Air Jordan 1s being hyped for release. One use went to the extent of calling this marketing stint, “diabolical and unethical”.
And let’s not forget the history behind the sneakers. Did you know the NBA didn’t actually ban the Air Jordan 1? It was the Nike Air Ship that first ruffled feathers. But historical accuracy aside, many fans are more concerned about the hefty $250 price tag. One user summed it up perfectly: “They need to ban that price…”
Meanwhile, there was one who could not understand the math behind it all. Considering 10k shoes are sold for $250, making the sales come down to $2.5 million, the money dispensed in marketing still does not make sense. “Feels like they’ve spent at least that much on advertisement. This math ain’t mathing,” an IG user wrote.
It’s clear that for the fans, it’s all a mix of admiration for the brand and frustration over its exclusivity.
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