In film air, Ben Affleck, everything happens from the point of view of a sports epic. At least an idealization of one. The biggest business deal between an athlete and a shoe brand in the 1980s is shown to be the result of a child prodigy. On the one side, Phil Knight (Ben Affleck) knows that the true value of a product is in the person who uses it.
For another, Sonny Vaccaro (Matt Damon) believes that the figure they are looking for is the figure of an athlete who at that time was one step away from becoming a world idol. Michael Jordanwhich, oddly enough, does not appear in the feature film, is the center of all strategies and aspirations.
Movie air recounts the long journey to convince an athlete’s family to wear the iconic athletic shoe that Nike created for him. The script tells the story of a journey in terms of hope and finding a greater purpose than mere advertising.
But the real events on which the plot is based air they are much more complex and, above all, more mundane than the plot suggests. Between ambition and a bitter fight to win, a historic contract between Nike and Michael Jordan could metaphorize the excesses of the time in which it happened. Also traps and deceptive goodwill on both sides.
outside airan idea that has become the hallmark of the modern commercial world
In 1984 Nike was a third party brand specializing in athletic running shoes. It was listed on the stock exchange Wall Street with stocks at their lowest price, until they finally started losing money. so stop Phil Knightits founder, it was necessary to implement a plan for the next ten years, with which to find a way to stand out from the fierce competition.
He had no definite project, as the sports world was an unpredictable scenario dominated by direct mail offers. From hinting billboards to sponsorship. Market influence and public exposure have become important points to consider when analyzing market movements.
Nike also had to contend with both Converse and Adidas, which had established audiences and significant success among athletes. So the journey began with an idea: to create a line of shoes based on the personality of an outstanding player. It was not an easy decision. This meant using the company’s meager resources, by then in crisis, to support an uncertain plan.
Moreover, it was not clear whether Michael Jordan would become the phenomenon that was expected of him to become. When Sonny Vaccaro chose him as the centerpiece of his ambitious project, the player was just starting his first season in NBA. But Vaccaro, who years ago was a basketball coach, had connections in the sports world. Thanks to friendship with Dean Smithteam picker Resin heels belonging University of North Carolinahe learned about the extraordinary abilities of the player.
Convinced of its value, the manager offered him $500,000 to wear the shoe. A deal that surpassed all those that have been concluded so far on similar terms. The closest was Converse with Magic Johnson for $100,000.
Small setbacks before victory
But Michael Jordan preferred Adidas. In fact, much of the negotiation between Nike and the athlete was marked by his apparent lack of interest. This brand was not the most suitable option for a young man and was not the most attractive for a promising future on the field. At all, Sonny Vaccaro survived and through George unravelingassistant head coach Bobby Knight, managed to contact the athlete. Although neither he nor his family seemed to be interested in establishing business ties with the disgraced company.
The first meeting, which Michael Jordan came to avoid unpleasant rumors about his behavior off the field, turned into a disaster. The player refused to answer questions from the manager, rejected all offers and made it clear that he was unlikely to change his mind. Nevertheless, Sonny Vaccaro he did not give up and persisted. The next proposal, after the triumph of the American team in Olympic Games in Los AngelesIt was huge and symbolic.
Nike has offered Michael Jordan $2.5 million over five years if he agrees to be the face of a shoe honoring his talent. In addition to 25% for each unit sold during the cooperation with the company. In addition, he will immediately receive $ 500,000, which he can keep for himself, regardless of the outcome of the upcoming campaign. After several days of family debate, a lucrative agreement was reached that surprised the world of advertising and finance at the time.
Calculated risk on the playing field
Michael Jordan accepted the contract despite the $500 fine he would have to pay for wearing the shoes. That year, the NBA had a rule that required players to wear white sneakers during games. The controversy was caused by the Air model, made in red and black colors.
However, the product immediately became a sales phenomenon. By April 1985, Nike expected to sell 20 million sneakers. In December, it quadrupled. Which reported an astronomical $126 million, as opposed to the strategy’s goal of just $3 million. Finally, the sneaker known as the Air Jordan has become a symbol of quality in the sports world. A feat that is still astonishing given the time it took place and the adverse conditions that surrounded it.
Source: Hiper Textual
