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The Air Jordan I was launched in the spring of 1985 and,
retro jordans 12even though it was banned in the NBA (the red and black color scheme violated uniform regularity rules), the shoe flew off the shelves. In the process, Nike devised a way to capitalize on the controversy, producing a 30-second commercial that claimed, "On September 15, 11 retro jordans retroNike created a revolutionary new basketball shoe. On October 18, the NBA threw them out of the game. Fortunately, the NBA can't stop you from wearing them."
Erin Patton, who was later handpicked to lead the marketing and branding efforts of Brand Jordan, vividly remembers the buzz surrounding the first Air Jordan release - particularly within his own circle of friends.
"That shoe changed the game," he recalled. retro jordans 1
"There was a sense of rebellion associated with it because it was banned in the NBA, and we saw that as a license to embrace it. That just made us want it and want it more."
Jordan continued to wear the shoes, racking up thousands of dollars in fines - paid by Nike - to go along with the legions