Michael Jordan‘s shoe empire with Nike has earned him a lot more than fame over the years. While Air Jordan does represent one of the NBA’s greatest players, the credits can’t wholly be given to the 6-time champion. Ever watched the movie ‘Air’, starring Matt Damon and Ben Affleck? The movie showcases the unsung heroes of the success behind the footwear and apparel empire. One name that continues to shine bright is Howard White, who was portrayed by Chris Tucker in the 2023 film.

As the Vice President of the Jordan brand, Howard White continues to help His Airness earn over $250 million a year. Chairman Larry Miller shared how White has managed to succeed over the last four decades. 

Howard White’s excellence that helps Jordan to earn more than $250 million in 1 year

Apart from being the longest-tenured African-American executive at Nike, Howard White is also a former NBA pro. After being drafted to the league in 1973, his stint in the league was short-lived. White started as a field representative for Nike in 1978, and the success has been unparalleled, earning great riches for Nike, Air Jordan and the  Chicago Bulls legend.

Michael Jordan was the face of Air Jordan. But he did not follow the minute goings-on inside the organization. Instead, that honor goes to Howard White. Chairman, Larry Miller had some heavy praise for White.

Trending

Bronny in Deep Waters as $800,000 Suffering Forces LeBron James’ Son to End College Career With Major Declining Numbers

April 27, 2024 01:45 PM EDT

Draymond Green ‘Disappointed’ In Anthony Davis For Throwing Darvin Ham Under The Bus On Live TV

April 27, 2024 02:44 AM EDT

“It Will Ruin the Game”: Citing Caitlin Clark’s Example, Geno Auriemma Warns WNBA

April 27, 2024 03:31 PM EDT

“Livid”: Dejected Fans Shocked As LeBron James Screams At Darvin Ham & Lakers’ Bench

April 28, 2024 04:25 AM EDT

“So Rigged”: All Hell Breaks Loose as Jamal Murray Forces LeBron James’ Lakers Into Bitter Embarrassment

April 23, 2024 06:21 AM EDT

Get instantly notified of the hottest NBA stories via Google! Click on Follow Us and Tap the Blue Star.

Follow Us

The idea of making the Air Jordan brand a standalone and selling it to owner Phil Knight was the start of this legendary business. Well, it was all done by White himself. 

According to Larry Miller, “He[White] saw the potential and was bold enough to dream of what this could be…When I think about the beginning of the brand, I think about H and his passion for what it could mean and represent to the world.”

Watch this story: “Father of 6, Shaquille O’Neal finds himself irked by one child on luxurious Bahamas getaway”

Miller added, “Howard understood implicitly what it would signify to elevate Michael Jordan and his story, and to build around the idea of man taking flight and elevating the power of self-belief.”

Well, clearly, Mr. White was right on the money. His ingenious move has contributed greatly to making MJ the richest athlete ever.

How Michael Jordan earned $256 million in 2022

Apart from the Jordan brand’s collaboration with players like Jayson Tatum, Luka Doncic, Zion Williamson, etc., a few famous old-school shoes of the Bulls legend are still a trend around the world. 

On the other hand, the 5% royalty cut for every shoe with his name is also helping MJ earn a huge amount. The Jordan brand made more than $5 billion in sales last year, which has helped Jordan get the $256 million.

“Don’t Mean to Sh*t on Under Armor”: At the Expense of $5.1 Billion Michael Jordan Brand, ex-NBA Star Belittles Stephen Curry’s Sneakers

The sales are expected to increase again this year. Only time will reveal the exact amount that Air Jordan will earn His Airness in 2023. Do you think it will exceed $256 million?