February 12th 2024.
In a bold move back in 2015, the legendary basketball player Michael Jordan ventured into the world of college football apparel by teaming up with the Michigan Wolverines, as reported by Sports Illustrated. Little did anyone anticipate that this collaboration would result in a triumphant celebration in 2024, as Michigan claimed its first national title since 1997.
Coach Jim Harbaugh expressed his excitement for the partnership, tweeting, "Thanks MJ! It will be an honor to share our sideline with you," back in August 2015. From the luxury skybox, Jordan, joined by notable figures such as Derek Jeter and Travis Scott, passionately cheered on the Wolverines as they dominated Washington with a final score of 34-13 in the CFP National Championship in January.
The genesis of this groundbreaking collaboration can be traced back to Harbaugh, who took over as Michigan's head coach in 2015 with the goal of revitalizing the football program. Coincidentally, this was also the time when the school's shoe contract was up for renewal, aligning perfectly with Jordan Brand's desire to make a mark in the college football world.
Harbaugh shared, "When we first took the job here, there was a shoe contract that was up. There are a lot of good shoes out there, etc. My son, Jay, came up with the idea. He said, 'There's no Jordan football school. That would be pretty awesome.'"
This idea sparked a monumental partnership, resulting in a 15-year, $173.8 million deal between the University of Michigan and Jordan Brand, making the iconic Jumpman logo the school's exclusive apparel sponsor. This agreement made headlines at the time as the most significant apparel deal in college football, a title it held until Ohio State secured a 15-year, $252 million deal with Nike.
Fans and players alike were thrilled with the new partnership, with pictures of Michigan's Jordan Brand AJ XI cleats making the rounds on social media in July 2018. Former Super Bowl MVP and Michigan alumnus Desmond Howard highlighted the impact of this collaboration on the school's recruiting efforts. The association with Jordan Brand elevated Michigan's appeal to highly sought-after recruits, offering them the unique opportunity to sport exclusive Jordan Brand apparel and shoes on the field.
Howard stated, "I believe it all started when they signed with Jumpman because when they did that, it gave them credibility with a lot of recruits they wanted." This partnership played a crucial role in the Wolverines' ability to attract top-tier talent.
Michael Jordan's strategic investment in the Michigan football team through Jordan Brand not only revolutionized college football apparel but also became a symbol of success as Michigan claimed the national title after years of hard work and collaboration. This partnership has not only elevated Michigan's football program but has also brought recognition to the university and its players on a national scale.
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