In 1984, Nike did something crazy.

In 1984, Nike made a bold move that turned out to be a marketing genius. They paid a $410,000 fine to allow Michael Jordan to wear black sneakers on the court, defying the NBA’s strict rule that required basketball shoes to be at least 51% white. This rule-breaking incurred a $5,000 fine per game, which, over an 82-game season, totaled $410,000.

Nike, known for its daring strategies, had Jordan step onto the court in black and red sneakers, immediately catching everyone’s attention amidst a sea of white footwear. These sneakers were the first edition of the now-iconic Air Jordan 1s.

As the buzz grew about “the NBA fining a player for wearing such striking shoes,” Nike’s marketing gamble paid off spectacularly. The controversy and excitement surrounding the Jordans made them the hottest topic and propelled Nike’s sales to unprecedented levels. By the end of the season, Michael Jordan was named NBA Rookie of the Year, and Nike had sold over $126 million worth of Jordan 1s.

Today, the Air Jordan 1 remains synonymous with the Nike brand. Last year, the Jordan brand generated over $6.6 billion in sales, contributing to Michael Jordan’s earnings of over $1.5 billion in lifetime royalties.