In 1985, newcomer Michael Jordan turned heads. In addition to leading his team to the playoffs, Jordan finished the season with a scoring average of 28.2 points per game; set Chicago single-season records for points, field goals, free throws and steals; and received the prestigious NBA Rookie of the Year Award. Jordan’s performance that year set the tone for the next 30 years, forever changing the game of basketball and sports around the world. In the ensuing years, he also came to lead a global brand that revolutionized on- and off-court footwear and apparel – through the Jordan Brand.

Thirty years, celebrated as the pearl anniversary, is an ideal moment to recognize what has made the Jordan Brand great – its fans. A pearl is forged over time through the formation of strong, resilient layers. Looking back on the 30 years of the Air Jordan franchise, Jordan Brand has become a performance basketball staple synonymous with pinnacle performance and an endless pursuit of greatness.

What started with a single pair of sneakers has evolved into a globally celebrated franchise, as each iteration of the game shoe pushes the limits of performance and style. In addition to growing its collection of sneakers and game-changing innovations, Jordan Brand has extended beyond its namesake by welcoming more than 50 world-class basketball athletes, such as Chris Paul, Carmelo Anthony, Blake Griffin, Russell Westbrook, LaMarcus Aldridge, Jabari Parker, Kawhi Leonard, to the family. From Paul’s speed and competitive spirit to Westbrook’s stunning ability to take flight, characteristics of each athlete’s gameplay mirror that of Jordan’s. While they are not Michael, there is no doubt they are Jordan.

Jordan Brand has always looked to Michael Jordan as its source of inspiration, yet many of Jordan’s celebrated attributes are not his alone. Anyone who strives for greatness, anyone who has overcome obstacles in pursuit of success shares a common link with Jordan.

The Jordan Brand family is also wider than the elite professional athletes of its signature ranks and continues to transcend a variety of sports, ranging from professional football athletes to boxing to track and field athletes. The family includes anyone who draws inspiration from MJ’s greatness, from a high school athlete chasing a championship, to someone striving for a win on sport’s biggest stage. The athletes who draw inspiration from Jordan’s example and choose to wear the Jumpman are not Michael, but they are Jordan.

To celebrate 30 years of chasing greatness, the Jordan Brand will celebrate the many stories of those working to be their best in a given pursuit. Throughout the year ahead, the brand will celebrate everyday — and not so everyday — athletes who continue to draw inspiration from Michael Jordan’s championship mindset.

All-Star Weekend has always been a significant moment for the Jordan Brand, whether it occasioned a great performance by MJ, the release of the newest game shoe, or simply a time when consumers celebrated with the brand during one of the most exciting basketball moments of the year.

This year, Jordan Brand invites fans to celebrate its 30th anniversary in New York City with experiences created specifically for All-Star Weekend. From Thursday, Feb. 12, to Sunday, Feb. 15, Jordan Brand will open distinctive spaces for our fans to join the celebration. Stay tuned to Nike News and @Jumpman23 for more details in the days to come.

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