NBA legend Michael Jordan‘s association with Nike’s Air Jordan dates back to 1985, when they first designed a shoe exclusively for basketball players. Air Jordan, now a billion-dollar business, has now come up with a new collaboration with NASCAR’s 23XI team. This collaboration, however, wasn’t Michael Jordan’s courtesy; it was due to Denny Hamlin, who persuaded the brand to sign an exclusive deal with his team.

Despite the team’s co-owner and former basketball player, Michael Jordan’s, reluctance for the brand’s dilution, Denny Hamlin has a clear vision for the collaboration.

The Jordan & 23XI merchandise is just a month or two away

Following Tyler Reddick’s win at the Talladega Superspeedway, the Jordan brand that sponsored the No. 45 Toyota has significantly become of utmost value to the fans. However, fulfilling fans’ desires for the retail sale of Jordan products has been a challenge. And why so?

Nike is known to focus on exclusivity and rarity, and Jordan doesn’t want to dilute the business to a commercial level and has evidently distanced himself from NASCAR’s diecast partner for 23XI Racing cars in 2023. But now, it looks like, despite his claims from 2023, Denny Hamlin has likely persuaded Air Jordan to do a merchandise collaboration with his racing team. And guess what? He is bringing it home for his drivers as well as his fans.

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Adam Stern revealed in a recent tweet the possibility of this collaboration. The tweet captioned, “@Nike‘s Air Jordan brand is expected to do a merchandise collaboration with @23XIRacing around @NASCARChicago on 4th of July weekend,” featured a picture of a white tee with the 23XI logo on the front and back of it. The picture was captioned, “Following Talladega win, Denny Hamlin explains 23XI’s bid to get more Air Jordan brand…”

Ahead of the upcoming Chicago Street Race on July 4, Denny Hamlin’s effort for this partnership is likely to take shape. With this collaboration sanctioned, fans will be able to purchase this exclusive merchandise in person by visiting the team’s new headquarters, Airspeed.

The Air Jordan Legacy

While Michael Jordan played for the Chicago Bulls in 1985, Nike’s Air Jordan brand came up with an exclusive design of sneakers for the basketball legend. The shoe, designed by a team of Peter Moore, Tinker Hatfield, and Bruce Kilgore, however, defied the rules of the NBA. While the NBA had enforced a policy that required shoes to be 51% white, matching the team’s footwear, Michael Jordan’s shoes only had 23 percent white.

This would charge him a fine of $5,000 per game every time he wore the Jordan shoes. This violation of rules by Nike’s exclusive production made it a signature brand in the world of sports. The brand thus saw sales exceed expectations, making it a billion-dollar brand.

Known for its exclusive design and rarity, Air Jordan’s merchandise remains a dream for fans until it possibly becomes a reality in the upcoming months. But soon enough, they’ll be available to NASCAR fans.