• May 21, 2024

“More than just shoes”: how the introduction of Air Jordans sparked a sporting revolution

1984 had difficulties for Nike. Profits were down, growth had stopped, and an ill-advised entry into the clothes business had left it with mountains of unsold inventory. It had been surpassed by rivals to new trends in leisure shoes and aerobics. Sales decreased. Phil Knight, the chairman and chief executive, opened his yearly letter to…

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