Loitering around his building would have probably been deemed too clichéd. Few brands in the world had one of those, so it took Nike a moment to introduce us to such when they signed Michael Jordan and unveiled that Jumpman logo back in 1985—four years after signing with the brand itself as their first athlete endorser. The logo has since become the symbol of Jordan's greatness and is widely regarded as one of the greatest photos of its most-photographed sport, basketball.
The logo of Jordan flying from the FTL in silhouette. Jordan's respected sportsmanship was coupled with unbeatable athleticism, as the entire shoe positioned itself to be transformed in a way that made big plays seem trivial. The logo was an immediate success, and Nike began using it on most of its apparel lines as well as in several ad campaigns.
The logo has been a source of inspiration for athletes and fans alike, as iconic as its design. The sight of Jordan suspended in mid-air, hands pulled back behind his head as if he was about to slam dunk a sealed letter into an unseen mailbox—it told me pretty much everything I needed to know: This game is awesome, and so too has Michael Jordan been. It was something for the fans to rally behind, reminding them why they cared so much.
And the Jumpman *is* still alive and thriving as a symbol of everything that is, or ever could be, great about basketball and sports. It symbolized Jordan's determination and resolve while hinting at his power to do what seemed inconceivable—a reminder of the do-anythings, starting at Pop Warner and walk-ons from college.
It symbolized Jordan's reign during his most illustrious playing peak. This is a symbol of excellence and acts as an inspiration for many athletes around the world. So, the next time you see this phrase.
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