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‘The Godfather of the Jordan Brand’: How Howard White found his calling as Michael Jordan’s closest confidant
There's only one person who’s been alongside Michael Jordan for the entire story of Air Jordan. Howard White, the smoothest of talkers, has been the man behind the scenes for Jordan and his brand since the beginning. Back in 1984, White — who’s now 72 and the longest-tenured African-American executive in Nike history — sat in the room during the company’s original pitch to Jordan and his parents. Later that year, when Jordan signed an endorsement deal with Nike that changed the footwear industry, he became Jordan’s daily manager and mentor. White witnessed Jordan win six NBA championships in his signature sneakers. And by the end of Jordan’s tenure with the Chicago Bulls, he persuaded Nike founder Phil Knight that Air Jordan — and the Jumpman logo he inspired — could keep going. The vision White helped craft resulted in the launch of the Jordan Brand in 1997. Today, it’s a $5 billion subdivision of Nike, and White has been its vice president for the past 25 years. Inside the boardroom where Nike pitched Jordan in 1984 sat a dream team of footwear executives — the brand’s director of marketing Rob Strasser, creative director/footwear designer Peter Moore, marketing guru Sonny Vaccaro, and, of course, White. At the time, he was working as Nike’s NBA promo man. White was the only other Black person in the presentation outside the Jordan family. So, he’s had Jordan’s attention from day one.
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There's only one person who’s been alongside Michael Jordan for the entire story of Air Jordan. Howard White, the smoothest of talkers, has been the man behind the scenes for Jordan and his brand since the beginning. Back in 1984, White — who’s now 72 and the longest-tenured African-American executive in Nike history — sat in the room during the company’s original pitch to Jordan and his parents. Later that year, when Jordan signed an endorsement deal with Nike that changed the footwear industry, he became Jordan’s daily manager and mentor. White witnessed Jordan win six NBA championships in his signature sneakers. And by the end of Jordan’s tenure with the Chicago Bulls, he persuaded Nike founder Phil Knight that Air Jordan — and the Jumpman logo he inspired — could keep going. The vision White helped craft resulted in the launch of the Jordan Brand in 1997. Today, it’s a $5 billion subdivision of Nike, and White has been its vice president for the past 25 years. Inside the boardroom where Nike pitched Jordan in 1984 sat a dream team of footwear executives — the brand’s director of marketing Rob Strasser, creative director/footwear designer Peter Moore, marketing guru Sonny Vaccaro, and, of course, White. At the time, he was working as Nike’s NBA promo man. White was the only other Black person in the presentation outside the Jordan family. So, he’s had Jordan’s attention from day one.
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