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Michael Jordan’s “Jumpman” is perhaps the logo associated with the most famous athlete in the world.
Many athletes have their own branding and design; Tom Brady, for example, has TB12 and LeBron James has his crown logo.
But the Jordan brand tops them all.
The Jumpman logo has grown from the iconic Air Jordan shoes to a full line of apparel and accessories. The Nike-owned brand even supplies uniforms for several major college athletic programs such as Michigan and UCLA.
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All 30 NBA teams also use the logo for their “statement edition” jerseys.
The image of Jordan flying through the air holding a basketball is undeniably iconic, but his origins apparently have nothing to do with basketball.
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During a photo shoot with the brand’s former head of design Peter Moore, Jordan leapt into the air while doing a ballet move.
Moore then captured the iconic photo and used the silhouette for the logo:
The Jumpman brand is now worth over $3 billion and sales of its iconic Air Jordans have skyrocketed in recent years. Nike revealed that between 2020 and 2021, they sold more than $5 billion worth of Jordan-branded footwear, which is essentially equal to one year of sales for the entire Under Armor company.
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Years after his retirement, Michael Jordan’s activewear brand is stronger than ever, even though the inspiration for its logo has nothing to do with sports.