“AIR JORDANS: 5 THE HARD WAY”
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Although Tinker Hatfield is the name most associated with the design of the Air Jordan line, Peter More was the designer of the Air Jordan 1.4 The Air Jordan I pair of sneakers was considered a breakthrough in basketball shoe design and colorways.5
The Air Jordan I is similar to the Nike Dunk and the Air Force 1 (shoe) in appearance. When first released the Air Jordan’s sold for $65. The NBA banned the Air Jordan I from being worn in the league, as it went against the traditional all white shoes worn at the time. Michael Jordan, however, still wore the Air Jordan I’s and was fined $5,000 a game. Nike exploited the marketing opportunity created by the league’s reaction to the shoe, combined with Jordan’s exploding popularity, by paying the fines throughout his rookie campaign. Jordan sported the Black/Red colorway (aka “Banned”) while winning the 1984-85 Rookie of the Year. In his second year an injury cost Jordan 64 games, but when on the court (including his historic 63 point effort against the Boston Celtics in the playoffs) he wore the Air Jordan 1 White-Black-Red. Jordan would wear the Air Jordan 1 again in the 1997-98 season, during his final appearance as a Bull at Madison Square Garden against the New York Knicks. Nike has released many Air Jordan 1 Retro versions since the original came out in 1985. As of today, Air Jordan I has been the most reproduced Air Jordan with over 96 colorways.678
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