Jordan Brand began business in 1997 as a wholly owned subsidiary of Nike, Inc.
Eliminating Swoosh branding (except for Air Jordan 1, its many offspring and select additional designs) and emphasizing the Jumpman underlined the overwhelming success of the Air Jordan Legacy.
Jordan dominates the basketball shoe market to the tune of a nearly 60% market share. Top Air Jordan Retros can sell over 500,000 pairs in minutes. Nike controls over 30% of the market themselves, with the parent company in control of over 90% of basketball shoes sold in America.
Jordan's unique arrangement with Nike lets them draw on the vast library of Official Nike Colors and Nike SKUs or Style Numbers. Jordan uses Nike Box Label Classifications, including BHM and GS (often as girls instead of grade school), as well as their own Premier and Bin 23 collection's Premio. Hybrids including Air Jordan Force Fusion and Jordan CMFT fused Air Jordan designs with Nike Sportswear retros.