As we all know, Nike is one of the most influential sports brands in the world, and under Nike, Jordan's personal brand AJ is one of the best-selling series. Even if the price of some sneakers is as high as 10,000 yuan, fans who can come to queue up to buy them are still in an endless stream. This shows the popularity of AJ series in the sneaker market, and Jordan's personal dividend reached $65.438+0.3 billion with AJ shares only last year!

But fans who know Jordan and AJ series stories know that Jordan's original intention of establishing a personal brand is not to make money. He never thought that a pair of sneakers could fetch such a price. He just wants every poor child to put on basketball shoes and use his personal influence to help more people in need. Then some fans may ask, since Jordan's original intention is to make AJ affordable to more people, why has AJ become a symbol of high consumption today? Even after the appearance of some joint models, the price of AJ has exceeded six figures.

In fact, Jordan can't be blamed for this phenomenon. The low price of early AJ sneakers is mainly because Jordan has not become the first person in NBA history, and Nike was only a good sports brand in the early days of cooperation with Jordan. At that time, the sports brands were mainly converse and adidas, and Nike had to go astray if it wanted to break through.

It is worth mentioning that the first choice of Jordan team at that time was not Nike. After all, influenced by mainstream ideas, players still want to sign big brands to enhance their personal popularity. Although other brands may offer larger contracts, it is more important for the Jordan team to give absolute priority to the brands that match them.

So in the process of negotiating with Nike, Jordan also gave Adidas a chance. As long as Adi can match Nike's conditions, then Jordan will choose the former. Unfortunately, Jordan was not so famous at that time, and neither Converse nor Adi wanted to offer him too high a contract. As long as Nike agreed to give the rookie Jordan an annual salary of 500,000 yuan, it also agreed to two additional conditions that were hard to refuse, one was dividends and the other was personal brand.

You know, at that time, Nike's dividend to rookie Jordan completely exceeded the expectations of Converse and Adi, but it also proved how much Nike valued Jordan and was even willing to bet on Jordan's future. After that, Jordan's performance did not disappoint Nike. With Jordan's growing fame in the NBA, Jordan's personal brand AJ is also rising. It is worth mentioning that as a commercial brand, Nike realized Jordan's potential in time and began to make small-scale adjustments to AJ series, consciously taking AJ as the core brand to enhance its status image, enrich its workmanship and raise its price. After all, the low-priced star signature series can't catch up with Jordan's fame, so Nike's move did not cause Jordan's dissatisfaction, and even the latter acquiesced in Nike's practice of adjusting the price of sneakers.

In other words, the original intention of AJ series and Jordan himself is getting farther and farther. The fundamental reason is that Jordan and Nike didn't realize what would happen in the future at first because of his famous position. Jordan did not expect Nike to become the world's top sports brand in the future, nor did Nike expect Jordan to become the first person in NBA history one day. So in order to keep up with Jordan's footsteps, Nike constantly transformed AJ into a high-end sneaker series to echo Jordan's position.