Over the past few decades, current and former NBA players have succeeded in establishing their presence in other industries as well. Shaquille O’Neal has found considerable success through his fast-food franchises, while Magic Johnson is making his presence known by acquiring various sports teams. When talking about the sneakers industry, however, no one comes close to matching the empire established by Michael Jordan.

39 years since it’s launch, the Jordan brand has flourished in transcending its athletic origins and become a cultural phenomenon. Michael Jordan and Nike continue to bear the fruits of their decades old strategic decision even today. With the Jordan brand recently revealing their total end of year sales, basketball fans and analysts have begun to question whether anyone is capable of replicating the success of the Jordan-Nike Partnership.

Michael Jordan sees his brand flourish more than ever before

A few hours ago, a statistic was revealed that showed just how big the Jordan brand has grown. With 2023 coming to a close, the brand has reported a whopping $6.6 billion in sales. This is approximately $1.4 billion more than what they made last year, and more than double of what they made over half a decade ago. And with Michael Jordan owed 5% of the revenue, it is reported that he would take home a jaw-dropping $330 million through royalties alone.

The brand’s success has placed it on the path to becoming America’s 2nd largest footwear label. While it may continue to remain behind Nike, it is certainly ahead of Adidas, Puma, New Balance, and other formidable opponents.

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Several NBA stars have taken their shot at the throne

Even before Air Jordan succeeded in rising this high, considerable efforts were made by other athletes to replicate the ‘Jordan Effect’. Amongst them was the late Los Angles Lakers legend Kobe Bryant.  After partnering up with Nike back in 2003, the Black Mamba worked alongside the shoe giant to launch over eight generations of ‘Zoom Kobes’. At the height of Bryant’s NBA career, Nike was making over $50 million per year from their sales of the Zoom Kobes.

Another NBA player who has become renowned for his presence in the sneaker industry is Phoenix Suns star Kevin Durant. Thanks to the 15 versions of his KD line, Nike has been overwhelmed with considerable sales numbers. It was reported back in 2014, around KD’s MVP season, that Nike had seen a 400% jump in numbers, with the sale of Durant’s sneakers netting $175 million.

The only other individual who can come close to standing on the same pedestal as Jordan is LeBron James. Often compared with His Airness in terms of his dominance and on-court prowess, the 38-year-old has worked with Nike for over two decades. It has resulted in the release of 20+ versions of ‘The LeBron’. This long-lasting partnership resulted in James signing an astonishing $1 billion lifetime contract back in 2015. More lucrative than Kobe and Durant’s combined, ‘The LeBron’ brand reportedly earns over $600 million a year.

Even though that number is the best that the brand can earn from it’s association with a current NBA superstar, it is still chump change compared to what the Air Jordans bring in every year. Due to this reason, it hardly seems possible that anyone can replicate Michael Jordan’s $6.6 Billion Success.

What is the secret to Air Jordan’s unique success?

Modern NBA fans may relate more to Kobe Bryant, LeBron James and Kevin Durant. However, they still flock more towards the Jordan sneakers. This is in large part to the impressive legacy that His Airness established for himself. Today’s era is filled with players who continuously compete to be the best. Michael Jordan, on the other hand, didn’t have much problem in placing himself as the sole face of the NBA during the 90s.

It was because of his presence that the league managed to spread basketball across the globe and make it a truly worldwide phenomenon. By using his high marketability potential, Nike launched the “Be Like Mike” campaign to help potential customers imagine themselves in the same shoes as the six-championship ring holder. Even today, the ‘Jumpman’ logo remains the most recognizable brand symbol.

The cultural significance attached to the same continues to grow. No matter how hard LeBron or Durant try, they simply cannot touch the cultural impact that the Bulls legend created for himself over three decades ago.

Another factor is the way that the product keeps up with the changing times. For decades now, Air Jordans have been continuously re-released in new styles and color ways. Each new version brings with it a new unique design. Furthermore, the Jordan brand not only uses His Airness but other star athletes to endorse the sneakers.

WATCH THIS STORY: NBA Legends jaw-dropping Nike revenue revealed

In today’s business world, NBA players are raking in considerable numbers through their sneakers. At the same time, Michael Jordan’s success with Nike remains a remarkable case study of how good can become great. The sales generated by his brand continues to hold a number that possibly may not be surpassed for the next few decades.

Editorial Disclaimer: The views expressed are those of the author and do not necessarily reflect the views of EssentiallySports.