Vintage Gear: Michael Jordan “Up In The Air” Nike Ad – 1987

With Michael Jordan’s broken foot completely healed and the Chicago Bulls continuing to grow into a playoff team, Nike turned up the marketing style for Air Jordan 2 with ads like this one from 1987.

Part of the “Imagination” campaign that aired on TV and in print, the imagery of Jordan effortlessly climbing the air in a white sweatsuit signaled a new sports-as-art direction in Nike’s basketball division.

The presentation also provided buyers something to aspire to, a key element to pitching the Italian-made Air Jordan 2 with its sky high $100 price tag (roughly $205 in today’s money).

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