Recently, I watched “Air” and I couldn’t help but be captivated by its insights for startup founders. It would be a shame not to share my key takeaways here on Medium.
Disclaimer: With all due respect to Michael Jordan, I’m a huge Kobe Bryant fan. Just saying.
Air is packed with gems from Nike’s journey, blending education with entertainment in a rare way.
Look beyond the brilliant production — though seriously, who knew Matt Damon could pull off a basketball executive so convincingly? — you’ll find incredible startup lessons. Nike’s story is not just about sportswear success, it’s about extraordinary talents changing the world.
From nearly shutting down their basketball division to creating the iconic Air Jordan brand, the movie offers a sneak peek into Nike’s meticulously designed game plan.
The grit and achievements of the Nike team will astonish you.
Let’s dive in!
Let me set the scene for you.
It’s 1984, and Converse is the king of the basketball shoe market, holding a whopping 53% share. Adidas is doing pretty well too, with 29%. And then there’s Nike, trailing behind with just 17%. Not exactly the powerhouse we know today.
Nike’s board was seriously considering shutting down their basketball division. That serious. But then enters Sonny Vaccaro, someone with a crazy conviction in a young guard from North Carolina named Michael Jordan. He saw something in Jordan that others didn’t — a game-changer who could turn things around for Nike and the entire basketball history.
Keep in mind that Nike was founded in 1971 with just $1,500 to create better running shoes. And now, they were about to make a decision that would not only change their future but revolutionize the entire sports industry. Who would have thought that $1,500 and a bold belief in an unproven player could lead to a billion-dollar empire?
Nike didn’t just sell sportswear; they created a lifestyle and a powerful brand that celebrates athletes and inspires sports enthusiasts. And they definitely got more people running too, I guess!
“A shoe is just a shoe until someone steps into it.”
Your product is just an idea until real users validate it. Get it into their hands, then iterate and improve.
“I don’t want to sign three players, I want to sign one. Him.”
Secure your first major client and/or backer to build trust and credibility.
“I always go through the mamas, man. The mamas run stuff, especially in Black families.”
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Identify your true decision-makers. Deeply understand your end users.
“That damn slogan came from a convict about to be executed by a firing squad. They asked him, ‘What are your last words?’”
“Just Do It” was inspired by the last words of Gary Gilmore, a convicted murderer who was executed in 1977.
Stay open to inspiration from unexpected places. Great ideas can spark from anywhere.
“Money can’t buy you immortality.”
Build something meaningful that stands the test of time. True legacy is about the impact you make, not just the money you earn.
“You’re known for the rules you break…. that’s how I built this company.”
In 1985, Jordan and Nike broke the “51% NBA rule” with the black and red AJ1 sneakers, resulting in a $5,000 fine for every game he wore them.
This sparked the legendary “Banned” campaign with the slogan: “On October 15, Nike created a revolutionary new basketball shoe. On October 18, the NBA threw them out of the game. Fortunately, the NBA can’t keep you from wearing them. Air Jordans. From Nike.”
Make your own rules.
Dare to challenge the norm.
Take calculated risks.
“The illusion is the finish line is the destination. There is no finish line.”
Focus on the journey. When done right, the work shapes you, and continuously generates results.
“When someone says it’s not about the money, I know for sure it’s about the money.”
When you hear “We don’t have the budget,” it means you haven’t proved your value yet. Don’t just tell, show your worth.
Sonny Vaccaro signed a young Michael Jordan and created a signature shoe line. This bold move led to the iconic Air Jordan brand.
It not only revolutionized the industry and showed the power of innovation but also highlighted the belief in extraordinary talents.
Nike originally projected $3 million in shoe sales, but in the first year alone, they sold $162 million worth of Air Jordans.
Today, Air Jordan merchandise brings in $4 billion annually for Nike, while Michael Jordan earns $400 million a year in passive income from these sales.
As Mrs. Jordan put it,
“A shoe is just a shoe until my son steps into it.”
Meet Nihal:
Hey there! I’m Nihal, an engineer turned product strategist with a strong background in B2B dynamics and a proud Included VC Fellow. With entrepreneurial roots and work experience across 14 countries, my focus is on helping founders build products and teams that matter. Curious about the mind behind the keyboard? Let’s connect — drop me a line!
Fun fact: I launched my first business at just 12 years old.
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