In August 2016, University of Michigan football became the first college football program to partner with the Jordan brand. Michigan signed a deal with Nike worth $169 million. The partnership runs through 2027 with the option to extend it through 2031 (Donohue).
Nike provides the team with uniforms, apparel, equipment, and footwear all of which will don the Jordan Jumpman logo (“The Jordan Effect: The Blueprint to Michigan’s Lucrative Apparel Deal with Nike”).
Charles Woodson, former Michigan player and NFL star, initially came up with the idea for the collaboration. Woodson was a Jordan brand wearer himself when he played with the Raiders. Woodson called Michael Jordan to ask him for his thoughts, and Jordan gave his blessing to move forward with the partnership (Balas). Jim Harbaugh, current head coach of Michigan football, received a call from Jordan himself about working with his team. When offered the opportunity to include the Jordan brand with the Nike deal, Harbaugh said it was a no brainer. A chance to be a team with Michael Jordan was a chance he could not turn down (“The Jordan Effect: The Blueprint to Michigan’s Lucrative Apparel Deal with Nike”).
The addition of the Jumpman logo to the football uniform sparked positive reviews from players, alumni, fans, and high school recruits. Jordan’s goal was to create a new synergy around college football where players and recruits would recognize the innovation surrounding the Jordan collaboration with Michigan and see the lasting legacy of the partnership (“The Jordan Effect: The Blueprint to Michigan’s Lucrative Apparel Deal with Nike”).
The biggest difference the Jordan collaboration has made so far is the attention it has brought to potential recruits. Potential players see the Jordan logo and instantly want to be part of a football program that is associated with the greatest basketball player of all time. Programs are always looking for any kind of edge they can get on the recruiting trail, and this collaboration certainly made Michigan stand out. Partnering with Jordan could ultimately be the difference to sway a coveted recruit (Donohue).
The possibilities for this collaboration to influence the future of sports marketing are endless. The Jumpman logo is one of the globe’s most recognizable brands, and now it has entered an entirely new realm of college football. Fans tune into watch Michigan not only to see them play each season but to see the launch of new Jordan uniforms. Each season since the start of the Nike deal, Michigan has released new Jordan x Michigan apparel with fans flocking to buy it. Everyone wants the latest gear and having Jordan’s name attached to it has increased consumer desire even more. The result of the collaboration has been more money heading to the prestigious Michigan athletic department and football program (Donohue).
The Jordan Effect has had a pronounced impact on Michigan football and the future of sports marketing within college football. The collaboration shows the power of branding within sports. The uniforms and apparel of Michigan football have become so popular because they are attached to the Jordan name. Future recruits are attracted to the football program because of the promise of being associated with Jordan. The Jordan Effect also shows how Michigan football has been commercialized, as the Nike partnership has brought millions of dollars to the program. This collaboration has certainly opened the door for other potential collaborations between Jordan and college football programs. Other big schools have seen the success of Jordan x Michigan and will be eager to jump on the opportunity to increase their marketing and branding through a collaboration with the Jordan brand. The Jordan Effect has left its mark on Michigan football.