Michael Jordan undoubtedlt changed the world of basketball, but he angered NBA bosses during his rise through the sport.
Jordan is arguably the greatest basketball player of all time ahead of icons like Kobe Bryant, LeBron James and Shaquille O'Neal.
'His Airness' won six NBA titles, was a five-time MVP, six-time NBA finals MVP and holds a 6-0 record in those MVP finals.
Despite this, during his time in the NBA he was subject to tens of thousands of dollars worth of fines after he continuously broke one strict rule.
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In 1984, Jordan signed an endorsement deal with sportswear giants Nike, including the release of a signature shoe line as part of the agreement.
Later that year, the Air Jordan 1 sneaker was released, but every time the NBA star wore them during a match, the organisation fined him $5,000 as they broke the league's uniform policy.
NBA rules stated that all shoes worn in matches had to be at least 51 per cent white and in accordance with the rest of the team's uniform, but the Air Jordan's were red and black.
But the fines didn't stop Jordan or Nike, who used the fines to launch a campaign ironically named "Banned" while paying all of their star man's NBA fines.
The campaign's slogan read: "On October 15, Nike created a revolutionary new basketball shoe. On October 18, the NBA threw them out of the game. Fortunately, the NBA can’t keep you from wearing them. Air Jordans. From Nike.”
And it was a huge success as, by May 1985, Nike had sold $70million (£55m) worth of Air Jordans and Jordan's brand had generated more than $100m (£79m).
"It’s the perception of being a rebel and the anti-establishment Air Jordan 1 grew in popularity instantly,” wrote sports marketing professor Thilo Kunkel.
“Fans were looking to see if he would wear the forbidden shoes in a game. Cameras were on his sneakers, and the nation was talking about the Air Jordans. With no threat of a fine, there is no controversy. It’s the best money invested by Nike.”
The controversy led to gradual rule changes within the NBA who, by the late 2000s, allowed players to have full team colours on their sneakers.
And in 2018 all sneaker restrictions were removed, allowing several of the sport's best athletes to sign deals similar to Jordan's.
Topics: Basketball, Michael Jordan, NBA, Nike
Ben McCrum