Athletes have always been known to be great promoters of products. Athletes and endorsed products go together almost as well as peanut butter and jelly. However, very few athletes have managed to turn an image of them playing their sport into a well known logo. The most well known of these has got to be the logo for Air Jordan shoes. Air Jordan’s “Jumpman” logo is probably the most famous of the logos. It symbolizes movement, strength, and excellence, and has made the Air Jordan a best selling brand even after Michael Jordan retired.
Air Jordan Logo History
Initially the logo was of a basketball with a pair of wings surrounding a basketball. This design was created by Peter Moore, who would later quit Nike. Jordan helped market the shoes by wearing them in games. The association fined Jordan $5,000 a game, but this seemed a small price to pay for what was in game advertisement for Nike.
The logo would dramatically change when Jordan won the 1986-87 Slam Dunk competition. The image of Michael in mid-flight, holding the ball over his head toward an unseen basket, was designed by Tinker Hatfield, who made other changes to the brand and how the shoes were designed themselves. This has propelled the Air Jordans through 21 different releases and made it one of the best selling shoes in sports industry.
Air Jordan Logo Description
The Jumpman is one of those logos that not only has static strength but dynamic. The stark black of the silhouette indicates strength and stands out from the rest of the background. But more than just the strength of the man lies within the logo. There is also implied movement that makes it dynamic. The audience is not just viewing a logo that stays put. They are viewing a logo that guides them through one of Michael Jordan’s famous dunks. In a sense, the audience is dunking along with Jordan. That shared movement and success is something that translates well when convincing someone to buy a particular pair of shoes.
The logo represents the pinnacle of success and achievement. These are attributes that naturally attract athletes, whether they are the guy on the local neighborhood court during a pickup game or the next potential NBA draft pick. And given the standard of success and achievement that their namesake has, it is no wonder that the Air Jordans have sold so well even when Michael Jordan has been retired for a while.
Conclusion
The Air Jordan remains a dynamic logo that continues to sell millions of shoes year after year. The Dynamic logo of Jordan in mid-dunk inspired achievement and success, and the success of Jordan has pushed the shoes long past when Michael laced up his own Jordans for the last time. Little is known whether or not the brand will continue past its 23rd version (which coincides with Jordan’s number). However, given the sales of the shoe itself, it’s hard to argue against continuing them.
