to the second round of the Playoffs

His approach, which involved the athlete like never before, captured Jordan’s imagination and kept him with Nike. The ensuing shoe, the Air Jordan III—featuring the new “Jumpman” logo—became perhaps the most-loved basketball shoe of all time. Combine Hatfield’s design with Lee’s commercials (he was finally given the green light in ’88), and the monster Nike had created three years prior was awake and breaking through walls.

And from there, things only got bigger. In ’88, Jordan won his second Dunk Contest, his second scoring title, the Defensive Player of the Year and MVP. In ’89, he won yet another scoring title and hit “The Shot” over Craig Ehlo to defeat the Cleveland Cavaliers and send the Bulls to the second round of the Playoffs (they would eventually lose to the Pistons in the Conference Finals). In ’90, another scoring title and another Conference Finals loss to Detroit. And then, in ’91, the first NBA Championship. And then another one, and another one. All the while wearing a new Hatfield design each year, always unveiled during All-Star Weekend, where the new commercial was met with as much if not more anticipation than the game itself. (Wieden & Kennedy didn’t stop with Mars Blackmon—later on, they teamed Jordan with a certain cartoon rabbit and went all the way to Mars itself to find a foil.)

What all of this is really about is dominance. And a bit of good old-fashioned luck. Nike placed all their bets on Jordan—on red and black, if you will—and they paid off. Hugely. Jordan not only became perhaps the best NBA player ever, winning six championships and 10 scoring titles, but he left footsteps through uncharted territory that many to come after him (Kobe, McGrady, LeBron, etc.) could only hope to follow

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