Who Owns Jordan?

The Jordan brand is owned by Nike (owned by the Knight family), as, at the time, the company was building its strategy to work with athletes to launch shows that could inspire consumers. The partnership with Michale Jordan started in 1987 with the launch of the classic Jordan 1, which sealed the collaboration between Nike and Jordan. In 2022, Jordan generated over $5 billion in revenue within Nike’s footwear empire.


Jordan’s incredible success also explains the success of Nike as a company.


Indeed, the Jordan brand, over the years, worked as an incredible propeller for the overall Nike brand.

The story of Jordan’s brand has been one of the most incredible modern successes, which none yet has been able to replicate.

Since Jordan’s success, various athletes, artists, and brands have tried to replicate this success.

For instance, Under Armour tried to create a successful sports line with Dwayne “The Rock” Johnson, which while successful, it’s not as close as successful as Jordan.

Apparel revenue: $3.47 billion in 2019, $2.88 billion in 2020, and $3.84 billion in 2021. Apparel has been the largest revenue contributor in each year. Footwear revenue: $1.09 billion in 2019, $0.93 billion in 2020, and $1.26 billion in 2021. Footwear revenue showed a decline in 2020 but rebounded in 2021. Accessories revenue: $0.42 billion in 2019, $0.41 billion in 2020, and $0.46 billion in 2021. Accessories revenue remained relatively stable throughout the period. License revenues: $0.14 billion in 2019, $0.11 billion in 2020, and $0.11 billion in 2021. License revenues experienced a decline from 2019 to 2020 but remained stable in 2021. Corporate Other revenue: $0.16 billion in 2019, $0.14 billion in 2020, and $0.004 billion in 2021. Corporate Other revenue saw a significant decrease in 2021.

Another example is Kanye West’s for Adidas, with the Yeezy line.

Yeezy was a fashion brand that arose from a collaboration between German sportswear company Adidas and entrepreneur and music artist Kanye West. While Yeezy inspired a multitude of other brands in the fashion industry and earned revenue in the billions, the collaboration between West and Adidas ended abruptly in October 2022.

While the collaboration has been incredibly successful, creating something as close as Jordan’s success, the collaboration ended abruptly.

That shows how hard it’s to build a successful brand within a more prominent brand, how hard it is to transform a partnership into a lasting business, and even how hard it’s to enable both the company and the partner/contributor, to be extremely satisfied with the partnership.

In short, Nike, in some way, managed to find the perfect balance, and a sweet spot, between its brand and Michael Jordan, transforming an unknown brand into an iconic one!

Read: Jordan Business Model.

Related to Nike

Who Owns Nike

The Knight family owns Nike. Indeed, the top individual shareholder is Travis A. Knight, son of Philip Knight, co-founder of Nike, with a 7% stake in Class A stocks and a 2.7% stake in Class B stocks. On the other hand, the Knight family also controls the company tightly through their Trusts and an LLC called Swoosh (the Nike logo’s shape is a “swoosh”). Through individual shares, Swoosh LLC, and Travis Knight’s irrevocable trust, the Knight family controls over 97.1% of Class A and 21.4% of Class B stocks.

Nike Business Model

Nike follows a wholesale strategy combined with a very strong direct distribution. The company makes money primarily from footwear. As of 2022, over 62% of revenues came from footwear and 29% from apparel. The most successful Nike brand is the Jordan Brand, which in 2022 generated $5.2 billion in revenue. Nike is the master of demand creation and generation through its influencer campaigns, where athletes become an inspiration for everyday people.

Nike Strategy

Nike leverages both a wholesale and direct distribution strategy. Indeed, while still in 2022, most sales come from wholesale distribution, in reality, since 2020, Nike has been ramping up its direct distribution through its NIKE stores and e-commerce platform (SNKRS).

Nike Revenue

Nike generated most of its revenue from footwear. Indeed, in 2022, Nike generated over $29 billion in revenue from footwear, over $13.5 billion in apparel, $2.35 billion in equipment, and over $1.6 billion from the Converse brand.

Nike Financials

Nike generated over $47.7 billion in revenue and over $6 billion in net profits in 2022, compared to over $44.5 billion in revenue and almost $5.8 billion in 2021.

Nike Mission Statement

Nike’s vision is “To bring inspiration and innovation to every athlete in the world.” At the same time, its mission statement is to “do everything possible to expand human potential. We do that by creating groundbreaking sports innovations, by making our products more sustainably, by building a creative and diverse global team, and by making a positive impact in communities where we live and work.”

Nike SWOT Analysis


Nike Competitors


Jordan Business Model

Jordan follows a demand generation business model, where its iconic brand works as a propeller for the sale of its footwear and apparel, that in 2022 generated more than $5 billion in revenue for Nike or more than 10% of its total revenue.

Converse Business Model

Converse is an independent brand part of Nike’s family of brands. Indeed, Converse generated $2.35 billion in revenue in 2022. And like Nike, it follows an heave Wholesale distribution strategy, where most of its sales are made, through footwear. However, Converse follows also a direct distribution approach where it sells directly via its monobrand stores.

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