Michael Jordan is one of the biggest names, if not the biggest, in NBA history. Often recognized as the GOAT, Jordan revolutionized the league. He helped elevate the NBA, turning it into the global sensation it is today.
His gravity-defying dunks made him famous, inspiring countless young athletes worldwide to idolize him. With that in mind, Nike capitalized on Jordan’s appeal, making him the face of the company and eventually granting him his own brand.
Jordan Brand is now one of the largest shoe brands in the world. However, what many may not know is that it nearly shut down. A Nike insider recently revealed how the company almost discontinued the brand and explained how it was saved.
Jordan Brand VP Convinced Nike to Continue Producing Michael Jordan’s Shoes
In April 2003, Jordan retired for the third and final time. After 15 seasons in the NBA, he had collected six NBA championships, six NBA Finals MVP awards, five NBA MVP awards, and 14 All-Star selections.
His success kept fans drawn to him, even after retirement. Despite his popularity, Nike once considered ending the Jordan Brand following his departure from the game.
Jordan Brand vice president Howard White recently shared on the “All The Smoke” podcast how Nike nearly shut it down. He explained that Nike co-founder Phil Knight believed it was no longer necessary to continue producing Jordan sneakers after the legend retired.
White countered by pointing out that other brands tied to famous figures continued to thrive even after those individuals had passed away. Based on that reasoning, Knight reversed his decision and allowed the Jordan Brand to continue.
“Mr. Knight would come back, and he said, ‘Been a good run,’” White shared. “I said, ‘What are you talking about? I think this can keep going.’ He said, ‘Howard, he not playing!’
“I said, ‘You know, I was out in front of the campus just the other day. But I saw a car pull up to the stoplight. … It was a Mercedes-Benz. To my knowledge, Mr. Mercedes been dead an awful long time.’ He said, ‘Point taken.’”
Knight’s decision proved pivotal. The Jordan Brand has since grown into an iconic global shoe line, generating an estimated $7.3 billion in revenue as of 2025.
The brand showcases a premier roster of global athletes across multiple sports, led by NBA stars Luka Dončić, Jayson Tatum, Zion Williamson, and Russell Westbrook.
Had Nike retired the brand, the company might not have achieved the same level of success it enjoys today.