ABCDE Business sunday, december 26, 2010 CARPAGES


Cold comfort The all-electric Nissan Leaf is ideal for short trips—but mind the range if you turn up the heat. On the back page.


COLOROFMONEY


Come clean How the fibs we tell ourselves keep us from sticking with our financial goals. G4


EZRAKLEIN


Time’s a-wasting The Committee to Save the Senate zeroes in on abuse of the filibuster. G4


MARKETS


A month of merriment U.S. stocks rise for the fourth straight week. G6 YTD: Dow


NASDAQ TECHNOLOGY Is this thing on? How to set up that new computer (first, think uninstall). G3 Also, when the thrill of a gadget gives way to a headache in high-definition. G2 S&P 500 +11.0% +17.5% +12.7%


Air Jordans: Nike keeps step with a cult following


I


Released in 1984-85 season, $65 Te debut shoe was banned by the NBA for violating the uniformity rule. Jordan wore them anyway and was fined. Nike revenue, 1985: Not available


Note: Revenues from the fiscal year. Nike’s fiscal year ends on May 31. Sources: Nike, Bloomberg


PHOTOS COURTESY OF NIKE; GRAPHIC BY MARIANNE SEREGI/ THE WASHINGTON POST


IV


1988-89, $100 Lee featured the shoe in a scene of his movie “Do Te Right Ting.” 1989: $1.7 billion


V


1989-90, $125 Inspired by WWII Mustang fighter planes, with shark-teeth profile on the midsole. 1990: $2.2 billion


II 1986-87, $100


Made of leather in Italy. Te only original release not made in black. 1987: $877.4 million


III


1987-88, $100 With this shoe, Nike introduced the Jumpman logo. Ads featured Spike Lee. 1988: $1.2 billion


G EZ


VI


Released in 1990-91 season, $125 Jordan won his first title with these. Te rear pull tab was inspired by Porsche. Nike revenue, 1991: $3 billion


VII


1991-92, $125 Had neoprene sock liner. Jordan won second title and Olympic gold this year. 1992: $3.4 billion


VIII


1992-93, $140 Issued in only three color patterns. Jordan won third title. 1993: $3.9 billion


IX


1993-94, $125 Released aſter Jordan retired to pursue baseball. Also made into a cleat. 1994: $3.8 billion


X


1994-95, $125 Jordan rejoined NBA in March 1995. Color patterns made for different cities. 1995: $4.8 billion


XI


Released in 1995-96 season, $125 First basketball shoe to have patent leather. Aimed for a “formal look.” Nike revenue, 1996: $6.5 billion


XII


1996-97, $140 Inspired by a 19th-century dress boot. His shoe in famous NBA Finals “flu game.” 1997: $9.2 billion


XIII


1997-98, $150 Inspired by a blank panther. Te Jump- man hologram mimics a panther’s eye. 1998: $9.6 billion


XIV


1998-99, $150 Inspired by Jordan’s Ferrari 550 M. Considered one of the most comfortable. 1999: $8.8 billion


XV 1999-2000, $150


Inscribed with “23/6/15,” for Jordan’s number, his titles, and the shoe model. 2000: $9 billion


XVI


Released in 2000-01 season, $160 Removable top turned it into a game shoe. Symbolized move to the front office. Nike revenue, 2001: $9.5 billion


XVII


2001-02, $200 Most expensive Air Jordan ever made. Sold in a metal briefcase with a CD-ROM. 2002: $9.9 billion


XVIII


2002-03, $175 Jordan wore in last game. Inspired by Lamborghini. Had “Drivers Manual.” 2003: $10.7 billion


XIX


2003-04, $165 Inspired by the Black Mamba snake. Made to be light and flexible. 2004: $12.3 billion


XX


2004-05, $175 Inspired by motorcycling shoes. Strap-on top had etching of Jordan’s milestones. 2005: $13.7 billion


XXI


Released in 2005-06 season, $175 Inspired by Bentley Continental GT Coupe. Had seamless diamond-quilted bootie. Nike revenue, 2006: $15 billion


XX2


2006-07, $175 Camouflage reflected inspiration — the F-22 stealth fighter jet. 2007: $16.3 billion


XX3


2007-08, $185 First Air Jordan that sought to be environmentally friendly. 2008: $18.6 billion


2009


2008-09, $190 Changes its naming convention, ditching Roman numerals for the year. 2009: $19.2 billion


2010


2009-10, $170 Window represents Jordan’s “ability to see through his opponents.” 2010: $19 billion


NO KICKING THIS HABIT


For a quarter-century, Nike has built basketball shoes that inspire a cult following. Kids happy to sport new kicks in school sometimes grow into devoted collectors —or sneakerheads—willing to drop thousands of dollars on a closet full of sneakers endorsed by their favorite players. In recent years, casual designs from companies such as Vans have been all the rage. But there’s hardly any debate that Nike’s Air Jordan brand, now in its 25th year, was what catapulted the collectible trade into big business. Air Jordan is a $1 billion-a-year franchise for the Oregon-based shoemaker. Even after a recession that squeezed consumers, sneakerheads swarm retailers for the latest release of retro Jordans, often priced between $130 and $175. So the Jordan franchise has opened up the collectible basketball business to a new generation of sneakerheads. A Nike shoe endorsed by Lakers star Kobe Bryant carries on that tradition when it reaches stores today, priced at $130 a pair.


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