Jumpman (logo)

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The "Jumpman" logo is used by Nike to promote the Air Jordan shoes, among other merchandise.

The "Jumpman" logo is owned by Nike to promote the Air Jordan brand of basketball sneakers and other sportswear. The logo is a silhouette of Michael Jordan performing a slam dunk.

History[edit]

Michael Jordan doing the "Jumpman" pose came in a photoshoot for Life magazine leading up to the 1984 Olympic Games before Michael Jordan had signed with Nike. The photo was staged, with Jordan performing a ballet technique known as a grand jeté to make it appear as if he was leaping for a slam dunk, a movement not actually consistent with Jordan's jumping style.[1][2]

The Air Jordan III, released in 1988, was the first Air Jordan shoe to feature the Jumpman logo, replacing the "Wings" logo, which had been a feature of the Air Jordans I and II.[citation needed]

In 1993-94, Nike ran a series of Air Jordan commercials pairing Michael Jordan with Warner Brothers' owned Bugs Bunny. As a tie-in, Nike created a line of merchandise which featured a spoof of the Jumpman using Bugs' silhouette, combined with a "Hare Jordan" caption. This campaign was followed by the 1996 film Space Jam, which references the Jumpman logo during its climax, in which Jordan dunks from half-court.

Lawsuit[edit]

On January 22, 2015, photographer Jacobus Rentmeester filed a suit against Nike claiming copyright infringement over the use of the Jumpman logo. According to Rentmeester, Nike copied a photograph for which he had granted them temporary permission to use for the logo. The suit was brought to a federal court in Portland, Oregon for an unspecified amount.[2][3] The suit was dismissed in June of that year.[4]

Athletic program sponsorships[edit]

Michigan Wolverines logo and the jumpman logo at the Nike flagship store on the Magnificent Mile during the week before the opening game for the 2016 Michigan Wolverines football team.

The Michigan Wolverines announced in July 2015 that it would switch from sponsorship by Adidas to Nike. The deal at the time had an estimated value of $169 million and was described as "the richest apparel deal in intercollegiate athletics".[5][6] In April 2016, the University announced the signing of an 11-year $127.12 million contract for 31 Michigan sports teams, going into effect on August 1.[7] With the agreement, Michigan Wolverines football became the first football program to wear Jordan Brand attire accompanied by the jumpman logo.[8][9] Within a year, several other athletics programs signed even larger deals with Nike.[10]

Nike becomes the official supplier of all NBA uniforms beginning in the 2017-18 season, and these jerseys will contain Nike branding. Owing to Jordan's association with and ownership of the team, the Charlotte Hornets' jerseys will bear the Jumpman logo rather than that of Nike.[11]

In popular song[edit]

The Drake and Future song "Jumpman" is named after the Jumpman logo and references it multiple times.

References[edit]

  1. ^ "History of the Air Jordan Jumpman Logo". http://www.nicekicks.com. Retrieved 24 January 2015.  External link in |website= (help)
  2. ^ a b Rovell, Darren (January 23, 2015). "Nike sued over Michael Jordan logo". ESPN. Retrieved 24 January 2015. 
  3. ^ "Photographer sues Nike over Michael Jordan photo copyright". Associated Press. January 23, 2015. Archived from the original on 28 January 2015. Retrieved 24 January 2015. 
  4. ^ "Court Rejects Rentmeester’s Infringement Claim Over Nike “Jumpman” Logo". Photo District News. June 23, 2015. Retrieved 3 August 2016. 
  5. ^ Tracy, Marc (2015-07-15). "Michigan’s Nike Deal Among Richest in College Sports". The New York Times. Retrieved 2015-07-28. 
  6. ^ Wattles, Jackie (2015-07-15). "Nike lands $169 million deal with Michigan". CNN. Retrieved 2015-07-28. 
  7. ^ Snyder, Mark (2016-04-26). "Michigan finalizes Nike contract for up to $173.8 million". Detroit Free Press. Retrieved 2016-09-15. 
  8. ^ Chengelis, Angelique S. (2016-07-26). "Michigan players psyched to don Jordan Jumpman uniforms". Detroit News. Retrieved 2016-09-15. 
  9. ^ Baumgardner, Nick (2016-08-01). "Michigan players show off new Jumpman cleats, Jordan Brand gear". MLive.com. Retrieved 2016-09-15. 
  10. ^ Dosh, Kristi (2016-08-03). "Michigan's Jumpman Football Uniforms Unveiled". Forbes. Retrieved 2016-09-15. 
  11. ^ Dator, James (June 26, 2017). "The Hornets will be the only NBA team to have jerseys licensed by Jumpman". SB Nation. Retrieved July 6, 2017.