Nike signed Michael Jordan in 1984 to create the Air Jordan sneaker line.
Jordan was selected by Nike after entering the NBA in 1984, and the partnership produced the Air Jordan 1. The shoe launched publicly in 1985 and quickly became both a basketball product and a major fashion item.
Before Jordan, Nike was strongly associated with running shoes, while basketball visibility was dominated by brands such as Converse. The Jordan partnership helped Nike build a powerful basketball identity and established the modern athlete-signature-sneaker model.
A common mix-up is the timing: Jordan signed with Nike in 1984, but the first Air Jordan was released in 1985. The agreement also involved designer Peter Moore and a distinctive black-and-red colorway that drew considerable attention.