Entrepreneurship IS a calling!
(Excerpt from my book "Her Hustle is Holy: How to Start a Business God's Way and Live Your Best Life!). Click here to purchase your copy!
Nike was my dream job and my worst nightmare! My tenure began in the mid-90s when Nike was a 30-year-old company. It was a time of rapid growth for Nike. Riding high off the mainstream popularity of hip-hop and sports athletes, Nike grew from $2 billion in 1990 to $9 billion by the century’s end.
It was a time of Nike athletes, such as Michael Jordan, Charles Barkley, Anfernee “Penny” Hardaway, Bo Jackson, Ken Griffey Jr., David Robinson, Tiger Woods, and honorary homeboy and bad boy, Andre Agassi, to name just a few. Most excitingly, Sheryl Swoopes, who, with the 1995 release of her signature shoe, Air Swoopes, became the first female athlete to have a Nike shoe named after her. Talk about girl power and black girl magic!
The late 80s into the 90s saw the resurgence of music videos brought to life by MTV’s Yo! MTV Raps, MTV Top 20 Video Countdown, and Total Request Live (TRL); VH1’s Pop-up Video, Behind the Music, and Storytellers; and BET’s Video Soul, Rap City, and 106 and Park. This form of visual storytelling brought prominence to hairstyles, fashion, and the sneaker culture. It was prime advertising!
Before Nike, there was the collaboration between Run DMC and Adidas, thanks to their 1986 single, “My Adidas,” which led to a $1.6 million endorsement deal. Nowadays, you can’t think of Run DMC without thinking of the iconic Adidas tracksuits and 3-striped Adidas Superstar sneakers they made famous. Remember those thick gold chains they wore, too? This was a pioneering deal between rap artists and fashion brands that blazed a trail for future celebrity endorsements, from hawking footwear to food and everything in between!
Nike Air Force 1 and Brand Jordan were at the cutting edge and forefront of modern-day athletic and celebrity endorsements. First released in 1982 when Converse and Adidas shoes ruled on the court, Air Force 1 was the first basketball shoe to use Nike’s innovative air technology.
However, what started as a high-top basketball shoe soon gained mass popularity and hip-hop culture status. The rapper Nelly might argue that the release of his 2002 hit, “Air Force Ones,” had something to do with it!
Nonetheless, what started as a legit basketball shoe, Air Force 1 soon morphed into a lifestyle brand, fashion statement, and cultural influence within the hip-hop community and beyond. It was an exciting time and a true privilege to be a part of something that repped the culture, albeit for Nike’s financial gain.
Similarly, Brand Jordan and the launch of Air Jordans would do the same. Who didn’t want to be like Mike? Leave it to Nike to continue to push the envelope and expand beyond hip-hop. In 2001, Brand Jordan signed saxophonist Mike Phillips, who happens to be my nephew (through marriage), making him the first musician on the company’s payroll and Nike remaining on the cutting edge. Now, where can I cop those Louis Vuitton Air Force 1s and diamond-crusted Air Jordans?
All of this highlights an invaluable business lesson on celebrity endorsements and brand collaborations as a business strategy to increase sales and brand recognition. It also demonstrates the influence of pop and hip-hop culture on setting trends and impacting the marketplace…AND my love-hate relationship with Nike.
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To read more about my Nike experience and about the calling of entrepreneurship on your life, click here to purchase your copy of my book "Her Hustle is Holy: How to Start a Business God's Way and Live Your Best Life!"
