Nike launched Jordan Brand as a separate brand division in 1997.
The division grew from the enormous popularity of Michael Jordan’s signature footwear and apparel. Earlier Air Jordan products had been released under Nike, but the creation of Jordan Brand gave the business its own identity, product strategy, and branding structure.
A common mix-up is 1985, the year associated with the first commercial Air Jordan release. That date marks the beginning of the Air Jordan phenomenon, not the formal launch of Jordan Brand as a separate division. The Jordan Brand logo, known as the Jumpman, became central to the division’s visual identity.
Jordan Brand later expanded beyond basketball shoes into clothing, accessories, and collaborations. It remains closely connected to Nike while operating as a distinct consumer-facing brand.