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| For the last half of the 80s and for a whole decade after, one athlete dominated his sport like no other. Beyond becoming the most recognized player in the US, Michael Jordan became the most recognized person worldwide – and with him came the spread of basketball across the globe.
The 2000’s started without Mike on the court, but his legacy lived on through memories and his trademark, Jordan Brand. Though Mike’s return to the NBA for a brief run with the Washington Wizards reminded us of his incredible talent, the impact and power of Jordan Brand carried on beyond the highlights each evening. Jordan Brand continued to create a new model of Air Jordan shoes every single year during the decade despite Mike only playing in three of them. Re-releases of his shoes were routine, opening day sell outs and the phenomenon of early morning lineups and campouts became normal for many of his shoes. Growing beyond the man himself, Jordan Brand was well represented with a team of athletes in the NBA, NFL, and MLB. Jordan Brand continued to carry out it’s message and representation through signature athlete lines that were formed under the Jordan umbrella. Athletes such as Derek Jeter, Randy Moss, Carmelo Anthony, and Chris Paul were chosen by MJ himself to be an extension of the brand. Of course, we cannot forget that in November of this year Michael Jordan officially handed the torch off to new member Dwyane Wade to lead the brand into the next decade. There were many great brands of this past decade in sneakers, but given the sheer domination in the market by Jordan Brand, its continued growth and its continued relevance, there is no brand more deserving of this title. |
