Michael Jordan’s shoe legacy has withstood the test of time because of how transformative his brand was on and off the floor.
My generation was at the forefront, witnessing the release of the Air Jordan, a shoe that sparked controversy and intrigue in equal measure.
David Stern didn’t like a player bringing so much attention to himself. Technically, the Air Jordan 1s were a uniform violation.
Many parents, mine included, didn’t like that it was a basketball shoe that cost more than $60.
None of us imagined what Jordan and Nike did to an industry that was most known for Magic Johnson, Isiah Thomas, and Larry Bird wearing Converse.
Air Jordan took off with the younger generation and started an incredible era of signature basketball shoes.
The current generation views the Air Jordan as a collector’s item, not a shoe associated with Jordan’s playing career. It’s the best of both worlds for the brand. It’s also a one-off in an industry with many ups and downs.
With Nike still dominating the NBA shoe world, others have tried to grab some real estate. Puma and New Balance have jumped into the game. Under Armour has Steph Curry and, until recently, Joel Embiid.
Embiid’s contract with Under Armour expired, and reading both sides of the story (albeit the sides are vague), it sounds like neither got what they expected.
It’s why, in the five-year life of the partnership, there was only one Embiid signature shoe.
The Embiid One made its debut in September 2020.
It’s Skechers’ turn to gamble on the NBA shoe scene. Reports suggest Embiid and Skechers are agreeing to a multiyear deal.
Embiid continued to wear his Under Armour signature shoe until April 2nd, when he wore the Skechers SKX Float.
Skechers has a deal with two other NBA players, Julius Randle, and Terence Mann, but there’s no doubt that the signing of Embiid means Skechers plans to go all-in.
