go through Rafael Pena
February 12, 2024
Back in 2015, basketball legend Michael Jordan made the leap into college football apparel by partnering with the Michigan Wolverines.
Basketball legend Michael Jordan reportedly made a strategic move in 2015 by partnering with the Michigan Wolverines to branch into college football apparel. sports illustrated. Little did anyone know that this investment would become a triumphant celebration in 2024 as Michigan won its first national championship since 1997.
When the Wolverines dominated Washington 34-13 in the CFP National Championship in January, Jordan was cheering in the air alongside such notables as Derek Jeter and Travis Scott.
The origins of this groundbreaking partnership can be traced to Michigan head coach Jim Harbaugh, who embarked on a mission to revitalize the Wolverines football program in 2015. It was during this period that the school’s shoe contract ended and, coincidentally, Jordan Brand was eager to make its mark on the college football world.
“When we first started working here, the shoe contract was up,” Harbaugh recalled in 2018. “There were a lot of good shoes and stuff. My son Jay came up with the idea. He said, ‘There’s no Jordan Football School. That would be awesome.'”
The idea led to a landmark partnership, with the University of Michigan entering into a 15-year, $173.8 million agreement with Jordan Brand, cementing the iconic Jumpman logo as the school’s exclusive apparel sponsor. At the time, the agreement made headlines as the most significant apparel deal in college football until Ohio State struck a 15-year, $252 million deal with Nike.
Michigan State alumnus and former Super Bowl MVP Desmond Howard highlighted the partnership’s transformative impact on the school’s recruiting efforts. The partnership with Jordan Brand increases Michigan’s appeal to highly sought-after recruits, providing them with a unique opportunity to wear exclusive Jordan Brand apparel and shoes on the court.
“I believe it all started when they (Michigan) signed Jumpman because when they did that, it gave them credibility with a lot of the recruits they wanted,” Howard commented, emphasizing on the role this partnership plays in the Wolverines’ ability to attract players. Top talent.
Michael Jordan’s strategic investment in the Michigan football team through Jordan Brand not only reshaped the college football apparel landscape, but also became a symbol of Michigan’s success in winning a national championship through years of hard work and collaboration.
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