The "Jumpman" logo is used by Nike to promote its Michael Jordan-related merchandise, including the famous and successful Air Jordan brand of basketball shoes.
The Jumpman logo is a silhouette of a studio photograph of Jordan performing a ballet move, not an actual dunk as many believe.[1] Beginning in 1985, the Jumpman photo or logo always accompanied "Jordan" branded products, even when the only word displayed on the product was "Jordan".[2][3]
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. This model was one of the most popular ever. The Jumpman logo would retain a fairly consistent look throughout the Air Jordan line's history, except on the Air Jordan VIII, on which it was reminiscent of a peace sign.[4]
In 1993-94, Nike ran a series of Air Jordan commercials pairing Michael Jordan with Warner Brothers' own 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 led to the film Space Jam.
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