Share This Page: Brand Spotlight: Jordan Brand The Jordan brand was created by Nike for Michael Jordan in 1984 when he got his start in the NBA. Because the shoe didn’t have any white on them (they were red and black), the NBA fined Jordan $5,000 every time he stepped on the court with them. Nike footed the bill and used the publicity to hype up the Air Jordan. They were released to the public the following year. Since then, Nike has released 28 yearly models of the Air Jordan in addition to special models. In 1997, when the AJ 13 was released, Air Jordan became a sub-brand of Nike instead of a product. Air Jordan currently sponsors 19 active NBA players including Chris Paul and Carmelo Anthony. The Jumpman logo, a silhouette of Jordan dunking, has been featured on almost every Jordan Brand product since the Air Jordan III. In addition to being a powerful athletic shoe on the court, Air Jordans have become a cultural icon and a popular footwear choice among performers and fashionistas. Rihanna in the Air Jordan XX8 “Red Elephant Russell Westbrook wearing the recently unveiled Air Jordan XX9.