You're remembered for the rules you break

How often do you spot a pair of shoes that look like these?

Michael Jordan. One of the greatest athletes of all time. Not only recognized for his accomplishments on the court but off the court as well. Specifically his partnership with Nike, which will be covered in this write-up.

A couple weeks ago I watched the newly released Amazon Studios film, Air. The movie focused on the deal that brought Michael Jordan and Nike together, eventually forming one of the most iconic deals in sports history. There are many significant moments throughout the film but the one that stuck out to me most was when Sonny Vaccaro, a sports marketing executive working at Nike, pursued Michael for 3 months, during his time as a rookie. In this period, there is a scene from the film where Sonny goes against the wishes of basically everyone who held responsibility for him and his career by attempting to meet Michael in person (smart phones and Zoom calls didn’t exist at the time). Without telling his colleagues, boss, or Michael’s agent, Sonny rented a car to drive from Oregon to Charlotte, NC, where Michael’s parents live.

Two important takeaways from this courageous and rebellious act from Sonny:

1. First, he wouldn’t take ‘no’ for an answer so he drove down to Charlotte and didn’t notify his boss until he was in the car and on his way. And it’s that very mindset that got them to where they are today. Going beyond what everyone else was willing to do. No other employee from their competitors like Converse, Puma, or Adidas, drove out to see Michael’s family. Something he was specifically told by Michael’s agent NOT to do. And it was at this moment that the rule he broke would change Nike, forever.

2. When Sonny eventually arrives, he speaks with Michael’s mom, Deloris. But not without first being greeted by his father, James. The film intentionally makes it very clear that Deloris was responsible for influencing Michael’s decisions. Following their pleasantries, their conversation reaches a noteworthy moment where Sonny says “I’ll make a bet with you. If the meeting goes as predicted, you guys come to meet us. If not, I’ll leave you alone.” What he’s referring to is the lack of a personable experience from the other brands. He states how the executives from the other brands will be wearing suits and colors as he predicted, and will treat Michael as just another number on the roster, and that the power dynamic and leadership at Adidas will be uncertain.

   1. This is powerful because Sonny plants a compelling prediction into Deloris’ head. What makes it intriguing is that there’s a good chance he’s right. Not only could he be right, but now you’re intrigued at what else he could be right about. Maybe Nike really is the best option for your son. Also, he makes a wager that could save Michael’s family the greatest commodity and resource of all, time.

   2. When he says “as predicted” that sets the tone for what could be the rest of Michael’s career if he signs with the other brands, that it’ll be like every other deal. It’s a subtle hint that Nike will provide something different. Something more. Something unpredictable.

Much to Deloris’s surprise, Sonny was right. The executives were wearing red for Michael and The Bulls and when the Adidas family was asked who would be in charge, everyone looked at each other rather than one individual.

The reason this entire scenario stuck out to me is because of the sales strategy Sonny used.

He leveraged his relationship with the competitors to wager a bet in his favor. Then, understanding what this period was like for Michael and his family, and all the time they’ve been spending trying to make a decision, he put himself in their shoes and returned time back to them. A truly invaluable move.

The rest is history.