This year, we saw the 40th anniversary of the epic collaboration of Nike and Michael Jordan. The Air Jordan kick-started a regime where athletes now have the ability to earn a percentage as royalties, which was never the norm before. MJ’s brand has crossed more than $7 billion in sales alone, creating more history as the partnership continues. One of the key factors that helped create the connection certainly is the commercials. And one man who did the early ads was Spike Lee-and has an interesting story to tell.
Known as one of the most influential and iconic filmmakers ever, his filmography includes Do the Right Thing, Jungle Fever, and Malcolm X. Yet, one of his breakout projects was 1986’s She’s Gotta Have It. In this, the character Mars Blackmon had a love for Michael Jordan and Air Jordan, which ultimately helped him land the first Nike commercial with His Airness.
“Late great Jim Riswold and Bill Davenport worked at Wieden & Kennedy, and they saw the film, She’s Gonna Have It. They called me up, Spike, ‘We want you to direct a Nike commercial.’ I said, ‘For who?’ They said, ‘For Michael Jordan.’ I said, ‘What?’” recalled Lee. They wanted to reprise the character Blackmon from the movie in the commercial, but there was a problem. “He said, ‘There’s a catch.’ I said, ‘What’s the catch?’ ‘Michael Jordan does not know who you are, and he has not seen She’s Gonna Have It.‘”
So, MJ never saw the movie, yet Spike Lee was the chosen one for the commercial, despite him not directing any commercials before. This thought did bother Lee, and a conversation with the Bulls legend cleared the air. “So it wasn’t until All-Star Weekend in Toronto, it was me and Mike in a room alone. I said, Mike, ‘You have not seen She’s Gonna Have It. You didn’t know who I was. People were telling you that Spike’s never directed a commercial.‘”
A typical Michael Jordan followed. “He looked at me and said, ‘Motherfu—-, you were wearing my shoes. I’ve had the honor and privilege of being called a Motherfu—- by Michael Jordan several times.” That ad was for the Air Jordan III in 1988, in black and white like the film. Now, Nike’s net worth, or market capitalization, is currently estimated at approximately $93.15 billion as per Stock Analysis.
Spike Lee called the collaboration with Nike and Michael Jordan a “blessing”
As the 68-year-old thanked Jim Riswold then a copywriter at the ad agency. His understanding of the character, Mars Blackmon, linking up with MJ, led to the creation. Riswold contacted Lee to help create the ad. The ad’s massive success was a surprise to Lee as well. “I was completely surprised when it blew up. It blew up, it changed the culture, and I’m just happy I was a part of it. And it was 100 percent accident,” Lee recalled in an interview with Good Morning America.
Not just an accident but even a blessing as well. That’s what the director thought about his partnership. “They could easily have found some big-time director, but Mike agreed to it, and it blew Nike up. That started my relationship with Nike and Brand Jordan. Looking back, it was a blessing that this whole thing happened.”
As Lee stated before, he had no experience directing commercials. But MJ trusted him and the vision presented by Riswold. Which turned out to be one of the best decisions not only for Nike and for Air Jordan. Later, the 6x NBA champion also helped the acclaimed director with one of his personal projects, as the bond between them continued.
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