Conceived in 1984 as a subsidiary of Nike, Jordan Brand bears the name of basketball legend Michael Jordan. The Air Jordan 1, designed by Peter Moore, transformed the industry with its innovative design and iconic Wings logo. Since then, the brand has expanded to encompass a diverse range of sneakers, apparel, and accessories, all inspired by Jordan's unparalleled legacy on and off the court. The partnership revolutionised the athlete-brand relationship, not only in terms of financial compensation, but also with the level of involvement the athlete has in the design. Collaborations with designers like Virgil Abloh and Travis Scott have elevated Jordan Brand beyond sport, solidifying its status as a cultural phenomenon and a driving force in sneaker culture.