Did Jordan Brand just win NBA free agency?
As the Chicago Bulls built up their backcourt and the Washington Wizards wheeled and dealed to form a young core around Bradley Beal, it was neither of Michael Jordan’s former franchises that came out on top of Week 1 of the NBA’s open market and it certainly was not his current one.
Rather, it was the team he beat for his first title, the Los Angeles Lakers, that led the headlines and the hauls.
By pairing undervalued guards like Kendrick Nunn and Malik Monk with former favorites such as Trevor Ariza and Dwight Howard, the Lakers strengthened their bench. However, it was acquiring major names known as Russell Westbrook and Carmelo Anthony that took the Showtime buzz back over the top.
(Image via SLAM)
There’s no doubt Jeanie Buss was ecstatic, but perhaps Michael Jordan was even happier.
With Russ leading his own signature shoe series from Mike’s namesake Jordan Brand and Melo being signed since his rookie season, the two Jumpman juggernauts may be slightly past their playing prime, but they could be in their best market match.
Historically, the Lakers have been league leaders in fanfare regardless of their record. The purple and gold own not only Los Angeles, the second-largest city in America, they also boast a legion of fans around the country and around the world likened to the Dallas Cowboys and New York Yankees.
(Image via Hibbett Sports)
Fortunately for Jordan Brand, Russ and Melo play in sneakers, not cleats.
As Russ likely leads his fifth Why Not signature and Carmelo makes the Air Jordan 36 his own, the two talents will be on nationally televised games quite possibly more than ever as neither have ever played in a bigger combination of major market and qualified contender.
The media exposure around the 2021-22 Los Angeles Lakers will eclipse any attention Russ received in OKC, Houston, or Washington, while Melo teaming up with LeBron possesses more feel-good vibes than the pressure attached to playing in New York.
Like Dak Prescott taking on the Jumpman lineage with the Dallas Cowboys, the momentum of Melo and Russ joining the Lakers is more about exposure and mall product sales than any singular shoe. Just as fans forever flocked to Kobe sneakers and shirts stamped by a Swoosh, Jordan Brand has the opportunity to make the most of purple and yellow product ranging from team-toned True Flights to actual on-court apparel.
SoleSavy member and Lakers fan Kin W. is excited for what this could mean for the rest of the Jordan Brand: “I think this is big news because it puts two Jordan Brand athletes in a major market – and with Zion in New Orleans it could breathe new life into some of the non-OG Jordan shoes. I’m excited as a fan of both Showtime and Jordan Brand. I think it could lead to some cool stuff even with Jordan Brand gear and mainly Westbrook’s Why Not? line.”
Another member, Toriano, is just as excited for what the duo could bring to the team:
“I’m looking forward to next season. I’m expecting these two key additions to improve the roster dramatically. We all know that Melo has passed his prime, but still has a lot of basketball left in him. Westbrook seems to always get a bad wrap as being a terrible teammate by the media, but his previous teammates have always spoken positively about him. He’ll be the ‘energy’ that I believe this past season’s roster was missing.”
(Image via Lakers)
In 2021-2022, the loaded Lakers are poised to play in Statement jerseys led by a Jumpman logo on the chest. On top of that, the stars in Staples Center will be wearing Why Nots?, Air Jordan 36s, and possible retro PEs night in and night out. Keep in mind that Jumpman LA, the Westcoast flagship store for the brand, is just a few blocks away from where Brodie and Melo will be playing on a nightly basis. The three-story storefront was opened in 2018 in an effort to get into the surging downtown LA scene.
Though the Lakers have had Jordan Brand athletes like Eddie Jones, Mitch Richmond, Gary Payton, and a footwear free agent Kobe Bryant, none played in purple and gold Jordans during the times of Twitter and Instagram.
None of those names played in an era where the NBA tunnel was a certified runway either. After that, young players like Tyler Ennis and Moritz Wagner had what were likely merch deals with the Jumpman but never panned out with the Lake Show.
(Image via Nice Kicks & GQ)
As brand marketers look to tell new stories every season, a Hollywood script was sent for free to Jordan Brand without even asking. Kin tells us, “Westbrook being from LA is gonna be a big advantage from a marketing standpoint. We could get some special kicks as a welcome back home campaign? I expect to see some Melo PEs get the Laker colorway and maybe even some Laker colors on retro Js.”
Toriano echoes this statement, stating that “Jordan Brand would definitely miss the mark if they do not drop some reiteration of either Melo’s Jordan 1’s, 13’s, or 2’s PE’s. Westbrook coming home is going to bring in major revenue for Jordan Brand and create some hype for his ‘Why Not’ line. I’m not personally a fan of the “Why Not” line, but who knows, if the Laker colorway looks fire on it, I’ll cop. With this current roster (if they remain healthy), I can definitely see us playing in the finals this upcoming season against Brooklyn or Miami and then becoming the 18-time NBA Champions.”
Already leaning into Lakers-themed retros off the Kobe connection and even getting the backend of the LeBron bandwagon, the Jumpman now has two certified social media magnets on the most interesting team in basketball.
For the first time ever, the biggest logo in basketball is being backed by a franchise that rivals Real Madrid and the Dallas Cowboys in fanfare and value. After arriving in Chicago, working in Washington, and settling in Charlotte, Michael Jordan may have landed the Air Jordan line in its most profitable fan base yet with the NBA free agency winds guiding his arrival.
