The Jordan Brand just crossed $5 billion in annual revenue for the first time.
That means Michael Jordan made $150M+ from Nike last year alone—or nearly 2x his career NBA earnings.
The part you didn't know?
Without this man, it would've never happened.
Here's the story 👇
That means Michael Jordan made $150M+ from Nike last year alone—or nearly 2x his career NBA earnings.
The part you didn't know?
Without this man, it would've never happened.
Here's the story 👇
1) Let's start in 1981: Tinker Hatfield is an Oregon athlete under the legendary Bill Bowerman.
He graduated with a degree in architecture and went to work at Nike—designing office buildings & retail stores.
But his role changed in 1985.
He graduated with a degree in architecture and went to work at Nike—designing office buildings & retail stores.
But his role changed in 1985.
2) Nike was struggling in the 1980s.
Reebok was selling more shoes, while Nike was firing employees and saw their stock drop 50%.
So they held a 24-hour design competition to shake things up.
The winner?
Tinker Hatfield—who joined the design team after begging to participate.
Reebok was selling more shoes, while Nike was firing employees and saw their stock drop 50%.
So they held a 24-hour design competition to shake things up.
The winner?
Tinker Hatfield—who joined the design team after begging to participate.
3) Fast forward two years & Tinker Hatfield was given his 1st project: the Nike Air Max 1.
Inspired by a building in Paris, Hatfield designed a bubble sole to expose the shoe's "guts."
Nike execs said it went too far, but sales exploded.
And this is where it gets interesting.
Inspired by a building in Paris, Hatfield designed a bubble sole to expose the shoe's "guts."
Nike execs said it went too far, but sales exploded.
And this is where it gets interesting.
4) Nike's VP Rob Strasser and Peter Moore, the lead designer of the Air Jordan I & II, abruptly left Nike in 1987 to start their own footwear business.
Even worse, Michael Jordan's deal with Nike was coming to an end & they tried to poach him on the way out.
But that's not all.
Even worse, Michael Jordan's deal with Nike was coming to an end & they tried to poach him on the way out.
But that's not all.
5) As part of their plan to steal Michael Jordan from Nike, lead designer Peter Moore took all of his Air Jordan III designs with him.
The problem?
Nike was scheduled to present the Air Jordan III to MJ in just 5 weeks.
So Tinker Hatfield jumped on a plane to see MJ.
The problem?
Nike was scheduled to present the Air Jordan III to MJ in just 5 weeks.
So Tinker Hatfield jumped on a plane to see MJ.
6) With five weeks until Nike's presentation, Tinker Hatfield used his visit with MJ to decipher exactly what he wanted in a shoe.
"Michael had ever been worked with that way."
Hatfield returned to Oregon with instructions—MJ wanted a mid-top shoe with exotic print leather.
"Michael had ever been worked with that way."
Hatfield returned to Oregon with instructions—MJ wanted a mid-top shoe with exotic print leather.
7) But 3 weeks later, there was another problem.
Nike CEO Phil Knight & Tinker Hatfield flew to California to present the Air Jordan III to Michael Jordan.
But MJ was four hours late to the meeting, as he was playing golf with former Nike employees Rob Strasser & Peter Moore.
Nike CEO Phil Knight & Tinker Hatfield flew to California to present the Air Jordan III to Michael Jordan.
But MJ was four hours late to the meeting, as he was playing golf with former Nike employees Rob Strasser & Peter Moore.
8) To add insult to injury, Michael Jordan wasn't just playing golf with Rob Strasser & Peter Moore.
The two officially pitched MJ on a full apparel & sneaker deal for their new company "Van Grack."
So after telling Phil Knight about the deal, MJ said: "show me what you got."
The two officially pitched MJ on a full apparel & sneaker deal for their new company "Van Grack."
So after telling Phil Knight about the deal, MJ said: "show me what you got."
9) With MJ ready to leave Nike, Phil Knight called in Tinker Hatfield to present his design.
But here's the best part.
Despite being told no by Nike, Hatfield designed the Air Jordan III with the Jumpman logo instead of the patented Nike Swoosh.
"No one knew I was doing that.”
But here's the best part.
Despite being told no by Nike, Hatfield designed the Air Jordan III with the Jumpman logo instead of the patented Nike Swoosh.
"No one knew I was doing that.”
10) Also, unbeknownst to Phil Knight, Tinker Hatfield presented Michael Jordan with a shoe and apparel design centered around the now-iconic Jumpman logo.
And MJ fell in love with the idea of building his own brand, rather than collecting a check.
He agreed to stay with Nike.
And MJ fell in love with the idea of building his own brand, rather than collecting a check.
He agreed to stay with Nike.
11) After Michael Jordan fell in love with Tinker Hatfield's Air Jordan III design, the rest is history.
Nike launched the "It's gotta be the shoes" ad campaign with Spike Lee.
And MJ took care of the rest—wearing the Air Jordan III's during his iconic free throw line dunk.
Nike launched the "It's gotta be the shoes" ad campaign with Spike Lee.
And MJ took care of the rest—wearing the Air Jordan III's during his iconic free throw line dunk.
12) As for Tinker Hatfield, the Air Jordan III was just the start of his legendary career.
Hatfield has now designed hundreds of shoes and become an icon in footwear—but his favorite memory?
"To this day, Phil Knight says I saved Nike."
Hatfield has now designed hundreds of shoes and become an icon in footwear—but his favorite memory?
"To this day, Phil Knight says I saved Nike."
13) Today, the Jordan Brand brings in over $5B in annual revenue for Nike & is widely considered the best partnership in sports history.
And personally, Michael Jordan has made over $1B from Nike & collects $150M+ in annual royalties.
That's 4x more than any current NBA player.
And personally, Michael Jordan has made over $1B from Nike & collects $150M+ in annual royalties.
That's 4x more than any current NBA player.
14) But for every bit that Michael Jordan has benefited from their partnership, Nike has flourished even more.
Nike Stock Returns
1984-1988: -50%
1988-2020: +42,000%
Would Nike have done the same without MJ?
Tinker Hatfield made sure we never had to find out.
Nike Stock Returns
1984-1988: -50%
1988-2020: +42,000%
Would Nike have done the same without MJ?
Tinker Hatfield made sure we never had to find out.
15) In the end, Michael Jordan's Jumpman logo has become more famous than the NBA's.
Does Tinker Hatfield deserve all the credit for that?
Certainly not—but don't forget, it wouldn't be here without him.
That's why he's the GOAT.
Does Tinker Hatfield deserve all the credit for that?
Certainly not—but don't forget, it wouldn't be here without him.
That's why he's the GOAT.
16) Well there you have it—that's the story of how Tinker Hatfield "saved" Nike.
If you enjoyed this, follow me @JoePompliano for more stories like this on the business & money behind sports.
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huddleup.substack.com
If you enjoyed this, follow me @JoePompliano for more stories like this on the business & money behind sports.
And join 60,000 other people that read my daily newsletter 👇
huddleup.substack.com
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