By 2024, Jordan Brand raked in over $4 billion in annual revenue. Sure, the hype around Air Jordans hinted at the huge success, but that number is still stunning even with the early 90s hype in mind. What started as just a pair of sneakers became a lifestyle for many. But while Michael Jordan was at the helm, it was the big reason behind the success. Others quietly helped in moving the brand forward. One of them was Larry Miller, the man shaping strategy behind the scenes.

After Jordan Brand became Nike’s sub-brand, Miller took the chance and quickly stepped in as the first president in 1999. Miller steered Jordan Brand beyond hoops, landing stars like Derek Jeter, Randy Moss, and Roy Jones Jr. Then came bold moves into fashion and music. Jordan gear started showing up on red carpets, not just on courts. Under Miller, annual sales leaped from $200 million to several billion.

Yet nearly two decades before those peak revenues, Miller confronted a life-altering crossroads. After excelling through several rounds at Arthur Andersen, a marketing firm, something weighed on him. He confessed to the Arthur Andersen hiring manager that, as a teenager, he’d served four years in juvenile detention for a gang‐related m—-r. Miller watched the manager’s face fall. “He said, ‘I can’t take a chance on you.” He added, “I wish you the best, but I can’t hire you.” He’d never before disclosed that episode publicly.

That rejection nearly crushed him. After working so hard, earning degrees while in jail, graduating with honors, even getting an MBA, he felt it might’ve all been for nothing. For decades, he kept his past hidden, afraid it would ruin everything. “It was brutal,” he said. “Every day I’m worried that somehow the story is going to get out and it’s going to destroy everything that I had built up to that point”. 

Now, he’s using that pain to drive change. With help from his daughter, he wrote a memoir and launched the Justice and Upward Mobility Project (JUMP). His goal? Help people with criminal records find careers. “That should be the goal,” said Miller. “To me, that’s a clear indication that if people are able to learn a trade, get an education—do something that allows them to rebuild their life, take care of their families, and get back to their communities, people don’t go back to jail.” Miller believes that when people have opportunities to learn, work, and support their families, they’re far less likely to return to prison. His work is about shifting the focus from punishment to opportunity, showing that change is possible when people are empowered instead of being written off.

How Larry Miller won over Michael Jordan and built a billion-dollar brand

Have you ever wondered how the Jordan Brand really got started? Larry Miller had a big idea back in the mid-90s. At the time, he was managing Nike’s apparel, and he thought, ‘What if Michael Jordan had his own brand, not just shoes?’ But how do you sell that to the greatest basketball player ever? Miller remembers walking into a hotel suite in Seattle where Jordan was surrounded by about 20 people. What happened next was surprising.

Miller noticed that the shoe they showed Michael had a white tongue, and he thought it should be black. But being the new guy, he kept quiet. Then, out of nowhere, Jordan asked, “Can we make the tongue black?” Can you imagine thinking the same thing as Michael Jordan? That moment made Miller feel they were on the same page. Eventually, he pitched the bigger idea, which he didn’t explain. But it should be about expanding the brand beyond just basketball shoes into a full apparel line, considering the timeline. Jordan responded, “Hey, if you can pull this off, I’m 100% in.” That was the start of something huge.

But where did Miller’s confidence come from? He grew up in West Philadelphia and found his love for accounting at Temple University. “It was the idea of balance,” he said, “Accounting was a perfect fit for me.” After getting an MBA and working at big companies, Miller moved into sportswear with Jantzen. He even helped Nike put its logo on swimwear, which opened the door for his Nike career.

So, how did Miller turn his idea into a global success? He explains, “Michael was the right player, Nike was the right company, and it all came together.” After leading Jordan Brand for years, he left to run the Portland Trail Blazers. But he eventually returned, saying, “It felt right to me… It was something I helped give birth to.” Now with stores worldwide, Miller’s proudest moment? Watching ideas come to life. “That’s the payoff.” What do you think about Miller’s story? Do share your thoughts in the comments below