Nike and Michael Jordan's Jordan Brand sneaker rise, fall, and comeback

In 1984, Nike and NBA player Michael Jordan teamed up to launch one of the most iconic athlete-endorsed brands of all time: Jordan Brand.

During the years Jordan was still playing professional basketball, the brand would release a new sneaker with every season, and it was the shoe Jordan would play in that year.

Kids who grew up between 1984 and 2003 — the year Jordan left the NBA as a player for good — were a huge part of the success of the brand, according to a sneaker resale expert.

Just as fashion trends come and go, the brand's sales dipped in 2014. Matt Cohen, a sneaker collector and the vice president of business development and strategy at GOAT Group, told Business Insider he believed this dip was due to a shift in fashion and a lack of consumer connection to Jordan, the man.

Collaborations brought the brand back in late 2017, and it's still having a moment today.

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