AJ collaborators Rob Strasser and shoe designer Peter Moore were largely responsible for bringing Michael Jordan into the Nike culture. Although Michael wanted to leave Nike. The shoe wear’s next designer, Tinker Hatfield was brought on, but it was Michael’s father who convinced him that Nike had his six.
Jordan stayed, while Nike commissioned Spike Lee to direct Jordan and to act alongside the athlete as ‘Mars Blackmon’. As the trio-combo teamed up in a series of commercials geared at scaling up the Air Jordans’ silo.
The third Air Jordans shoes were first coined the “Air Jordan Revolution”. And Nike played its marketing closer to the vest, by pairing each shoes’ release with a numbering system to keep them easier to Brand-identify.