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Michael Jordan played an essential role in Nike becoming a $160 billion global brand, taking home more than a billion himself.
The part you didn't know?
Without Tinker Hatfield, it would've never happened.
Time for a thread
The part you didn't know?
Without Tinker Hatfield, it would've never happened.
Time for a thread
1) Let's start in 1981 — Tinker Hatfield, an Oregon athlete under Bill Bowerman, graduates with a degree in architecture and heads to Nike.
For the first four years of his career, Hatfield designed office buildings and retail stores for Nike.
But everything changed in 1985...
For the first four years of his career, Hatfield designed office buildings and retail stores for Nike.
But everything changed in 1985...
2) In 1985, Nike was struggling — Reebok was selling more shoes, while Nike was firing employees and saw their stock drop 50%.
Looking for a solution, Nike held a 24-hour design competition.
The winner?
Tinker Hatfield — who joined the design team after begging to participate.
Looking for a solution, Nike held a 24-hour design competition.
The winner?
Tinker Hatfield — who joined the design team after begging to participate.
3) In 1987, Tinker Hatfield was given his first project — the Nike Air Max 1.
Inspired by a building in Paris, Hatfield designed a bubble sole to expose the "guts" of the shoe.
Despite Hatfield being told it was "too far" — sales exploded.
This is where it gets interesting…
Inspired by a building in Paris, Hatfield designed a bubble sole to expose the "guts" of the shoe.
Despite Hatfield being told it was "too far" — sales exploded.
This is where it gets interesting…
4) Nike's VP Rob Strasser and Peter Moore, the designer of the Air Jordan I & II, abruptly left Nike in 1987 to start their own footwear business.
Even worse — with his Nike contract coming to an end, they tried to poach Michael Jordan on the way out.
There's more...
Even worse — with his Nike contract coming to an end, they tried to poach Michael Jordan on the way out.
There's more...
5) As part of their plan to poach Michael Jordan from Nike, lead designer Peter Moore took all of his Air Jordan III designs with him.
The problem?
Nike was scheduled to present the Air Jordan III to MJ in 5 weeks.
The solution?
Tinker Hatfield — who got on a plane to see MJ.
The problem?
Nike was scheduled to present the Air Jordan III to MJ in 5 weeks.
The solution?
Tinker Hatfield — who got on a plane to see MJ.
6) With 5 weeks until Nike's presentation, Tinker Hatfield used his visit with Michael Jordan to decipher what he wanted in a shoe.
"I don't think Michael had ever been worked with that way"
Hatfield returned to Oregon with instructions — a mid-top with exotic print leather.
"I don't think Michael had ever been worked with that way"
Hatfield returned to Oregon with instructions — a mid-top with exotic print leather.
7) Three weeks later, Nike CEO Phil Knight and Tinker Hatfield flew down to California to present the Air Jordan III to Michael Jordan and his parents.
The only problem?
Jordan was four hours late, as he was playing golf with former Nike employees Rob Strasser and Peter Moore.
The only problem?
Jordan was four hours late, as he was playing golf with former Nike employees Rob Strasser and Peter Moore.
8) To add insult to injury, Michael Jordan wasn't just playing golf with Rob Strasser and Peter Moore.
The two officially pitched Jordan on a full apparel & sneaker deal for their new company "Van Grack."
After telling Phil Knight about the deal, MJ said "show me what you got."
The two officially pitched Jordan on a full apparel & sneaker deal for their new company "Van Grack."
After telling Phil Knight about the deal, MJ said "show me what you got."
9) With Michael Jordan ready to leave Nike, Phil Knight called in Tinker Hatfield to present his design.
The best part?
Despite being told no by Nike, Hatfield designed the Air Jordan III with the Jumpman logo instead of the patented Nike Swoosh.
"No one knew I was doing that”
The best part?
Despite being told no by Nike, Hatfield designed the Air Jordan III with the Jumpman logo instead of the patented Nike Swoosh.
"No one knew I was doing that”
10) Unbeknownst to Phil Knight, Tinker Hatfield presented Michael Jordan with a shoe and apparel design centered around the now-iconic Jumpman logo.
Michael Jordan fell in love with the idea of building his own brand, rather than collecting a check.
He agreed to stay with Nike.
Michael Jordan fell in love with the idea of building his own brand, rather than collecting a check.
He agreed to stay with Nike.
11) After Michael Jordan fell in love with Tinker Hatfield's Air Jordan III design, the rest was history.
Nike launched the "It's gotta be the shoes" ad campaign with Spike Lee & MJ took care of the rest — wearing the Air Jordan III's during his iconic free throw line dunk.
Nike launched the "It's gotta be the shoes" ad campaign with Spike Lee & MJ took care of the rest — wearing the Air Jordan III's during his iconic free throw line dunk.
12) As for Tinker Hatfield, the Air Jordan III was just the start of his legendary career.
Hatfield has now designed hundreds of shoes and become an icon in footwear — but his favorite memory?
"To this day, Phil Knight says I saved Nike."
Hatfield has now designed hundreds of shoes and become an icon in footwear — but his favorite memory?
"To this day, Phil Knight says I saved Nike."
13) Today, the Jordan Brand brings in over $3B in annual revenue for Nike and is widely considered the best partnership in sports history.
Personally, Michael Jordan has made over $1B from Nike and still takes home $130M+ annually in royalties — more than 4x Lebron James.
Personally, Michael Jordan has made over $1B from Nike and still takes home $130M+ annually in royalties — more than 4x Lebron James.
14) For every bit that Michael Jordan has benefited from their partnership, Nike has flourished even more.
Nike Stock Returns
1984-1988: -50%
1988-2020: +42,000%
Would Nike have done the same without MJ?
Tinker Hatfield made sure we never had to find out.
Nike Stock Returns
1984-1988: -50%
1988-2020: +42,000%
Would Nike have done the same without MJ?
Tinker Hatfield made sure we never had to find out.
15) In the end, Michael Jordan's Jumpman logo has become more famous than the NBA's.
Does Tinker Hatfield deserve all the credit for that?
Certainly not — but don't forget, it wouldn't be here without him.
Now that's a GOAT.
Does Tinker Hatfield deserve all the credit for that?
Certainly not — but don't forget, it wouldn't be here without him.
Now that's a GOAT.
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