Nike really raised the bar this time! The history of Michael Jordan and the brand is well known to the world. The two teamed up in the ’80s and revolutionized everything about the sneaker game. Nike is now celebrating the 40th anniversary of the most iconic shoes ever, the Air Jordan 1. It began almost a year ago, and as we approach the release date of a new limited edition shoe in its honor, the brand has stunned the world with a ban!

That’s right, Nike banned some selected Air Jordan sneakers! It has a lot to do with the first-ever iconic Air Jordan 1 that was released back in 1985. The red and black shoes that Jordan wore were infamously banned by the NBA in 1985. As per sources, it was originally the Nike Air Ship that the league wanted to ban. Forty years later, this is a unique and playful take by Nike on the ban by the league that turned out to be a big success for them as well as Jordan.

Some of the Air Jordan 1 sneakers on the brand’s website were banned. To show the ban, a black bar has been placed on the images of the shoes. Several enthusiasts and clients on the website were surprised to see the ban banner on the preview images of the sneakers. 

An IG post by Drip dedicated to his ban was captioned, “Nike’s Air Jordan 1 “ban” continues 🚫 Black bars have been placed over the AJ1s on Nike’s website, paying homage to the “Banned” legacy. So far, Jordan Brand has deleted their socials, “banned” MJ’s sneakers on the Chicago statue, and now this. W marketing.”

This was quite an interesting marketing strategy and don’t worry, the shoes will be available to buy through the link om the Nike Website.

Nike’s brilliant marketing strategy 

It simply shows that even after 40 years, Jordan’s legacy is still remembered and appreciated by fans. This mastermind marketing began way back at Christmas when Air Jordan dropped a commercial that revisited 1985. 

But there was one element that stood out. It reflected on how important the ban the NBA had put on Jordan’s shoes was. How did they do it? They questioned what would have happened if the ban hadn’t occurred. “You ever wonder…what if they hadn’t paid the fine?” The ad asked. The commercial ended with the Air Jordan logo and the message that paying the fine “changed everything.” It certainly did.

We even saw history repeat again last year. In December, 2024, Philadelphia Eagles quarterback Jalen Hurts wore Air Jordan cleat colors that broke the NFL dress code. He was handed a huge fine, which was paid by the Jordan Brand. This story sounds very familiar right? 

For Jordan Brand’s campaign, the Chicago Bulls also came forward. How? Black bars were placed on the feet of Michael Jordan’s statue outside the United Center. Although Jordan’s statue had the Air Jordan 9 on them and not Air Jordan 1. A scrolling ticker banner was also arranged. It read, “If it was just a shoe, why did they try to ban it?”

To celebrate, the shoes that closely resemble the 1985 version are the Air Jordan 1 ’85 “Bred.” This super-limited sneaker release will be launched on February 14th. Don’t forget, these shoes will be available only in 23 stores in the U.S. This is how historic this ban was! Speaking of it, do you know why Hurts’ story felt familiar?

NBA banned Michael Jordan’s shoes

For those who don’t know, the story dates back to 1985, as hinted many times in the commercials and marketing strategies. The black and red color scheme of the shoes that Jordan wore was against NBA regulations. 

However, Jordan continued to wear the shoes and was naturally fined, which was once reportedly paid by Nike. The fine was said to be $5,000 every time Jordan wore the shoes. Following this, the shoes and the moment became history, which is still revered by people.

Getting back to the present, a special clip also shows the unboxing of the shoes. DJ Khaled has received one of the editions locked in a wooden box package, as shown in an ad. When he called the Chicago Bulls legend for the passcode, the numbers “1985” which is certainly a nod to the year, became the key to unveil the shoes.

“Only 23 with the special packing. Keep it safe. Me and you the first one to get em,” MJ ended the conversation. The collection is reportedly limited to 1000 pieces which again makes it rare and special.