In 1984, Nike bet on an unknown rookie, Michael Jordan, to transform its fortunes. It was a high-stakes move, but the company took the leap of faith. Nike still leans into risk, even as it braces for price hikes driven by inflation and tariffs. So has that once-rookie. Now, ahead of the major new releases, a Nike insider has revealed Michael Jordan’s mindset.

Complex previewed the Air Jordan ‘Rare Air’ collection, which revives 1980s design experiments. Rare Air resurrects 1980s prototypes—from Air Jordan I through XI—melding vintage missteps with modern tweaks. As these sneakers usher in a new era and generation of athletes, Jordan Brand is prepared to face the challenges that come with it.

Jordan Brand Senior Manager Terrance Harvey revealed Jordan’s own mindset on Rare Air. “Now it’s our turn. How do we carry that torch for the next generation of kids? He understands that and he is willing to take those leaps with us as we try and reach that next generation of kids,” he said. An Instagram carousel post showcased several intricately designed editions. Harvey also provided intriguing details about the collection and its upcoming release. “A detailed look at the Air Jordan “Rare Air” collection from inside the Department of Nike Archives in Beaverton, Oregon,” the post is captioned.

Rare Air began as a Jordan I tribute, but internal buzz—and archived CAD files—spurred expansion across six models. One curious detail that stands out is the rarity of these sneakers. The Air Jordan 4 Rare Air features gold lettering on the tongue in only 4% of the collection, the rest will have white lettering.

Among the newest releases are the Air Jordan 3, set to drop on May 30, and the AJ11, scheduled for the holiday season. These models likely won’t be affected by the upcoming price hikes! Just a few days ago, Complex reported that Nike will raise prices on various products starting next month by a range of $2 to $10 due to “expected inflation” and broader “economic conditions.” 
However, there will be an exception for Jordan Brand apparel and the Nike Air Force 1. As history shows, this isn’t the only bold move the brand has made.

What was the risk Nike took on Michael Jordan?

“MJ’s done his part. He played on the court, he made all of this s— cool,” Terrance said earlier. We all know the deal between Nike and the Chicago Bulls legend almost didn’t happen. In 1984, Nike was a running‐shoe maker teetering on a 17 percent share of the basketball market and fresh off laying off 25 percent of its workforce—hardly the powerhouse it is today. Jordan was far more interested in Adidas. He didn’t even want to attend the meeting with Nike.

Vaccaro convinced co-founder Phil Knight to gamble the company’s entire rookie‐endorsement budget on an unproven North Carolina freshman. Vaccaro was determined to sign the then-rookie and reached out to Jordan’s parents. Deloris and James Jordan eventually convinced their son to attend the meeting with Nike, a company then eager to boost its sales and make a name for itself.

MJ was impressed with the presentation. The brand then offered Jordan $2.5 million for the deal. This was three times more than any other player in the league was earning from shoe deals at the time. Ultimately, Jordan agreed to the deal. That wasn’t all. When Jordan balked at the Air Jordan I’s bold black-and-red colorway, Nike risked NBA sanctions. They even agreed to pay his $5,000 per‐game fines to cement his signature line as a cultural badge of rebellion. Internally, they forecast $3 million in sales over four years, yet MJ’s instant stardom and Vaccaro’s audacious marketing turned that number on its head: Air Jordan raked in $126 million in the first 12 months alone

Nike recently celebrated 40 years of the first Air Jordan shoe in iconic black and red with a Nike swoosh for $65. The shoe amassed $126 million in its first year. Though there are still many challenges, neither the Jordan Brand nor Michael Jordan himself is afraid to take the leap.