The Legend of Jumpman: How Michael Jordan's Brand Took Flight

Michael Jordan's career on the court was legendary, but his impact off the court is just as impressive. When he first partnered with Nike, their collaboration was so successful that the Air Jordan line became a standalone brand. In 1997, the Jordan Brand was born, operating independently under Nike's wing. Michael Jordan wasn't just a face; he was the driving force behind the brand's expansion. Initially, the Jordan Brand focused on basketball stars like Ray Allen, Vin Baker, and Carmelo Anthony. But Jordan's vision didn't stop at basketball. He brought in football stars like Randy Moss and NFL coaches like Sean Payton. The brand even dipped its toes into soccer, signing Paris Saint-Germain. Jasmine Jordan, Michael's daughter, plays a significant role in the brand's growth, especially in women's sports. She's brought in athletes like Kiki Rice and Kiyomi McMiller. The brand's first female athlete, April Holmes, praised the brand's support and family atmosphere. The Jordan Brand has grown into a $7 billion business, proving that Michael Jordan's influence goes far beyond the basketball court.

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