If the NBA All-Star Game is a celebration of basketball, having the game in Charlotte is in large part a celebration of Michael Jordan. And Jordan’s eponymous sneaker line that helped make him a billionaire is having its time in the spotlight over the weekend.
Nike’s $3 billion Jordan Brand has come a long way from when the company signed with Jordan in 1984. It’s also helped give Nike an even greater competitive edge in recent years over its rivals, experts say.
“Jordan is one of the more important brands in the Nike portfolio,” Edward Jones analyst Brian Yarbrough told the Observer this week.