Initially, the "Bred" came first, a colourway that drew its name from its classic black and red construction. Controversially, this model would later be dubbed the "Banned" by both Nike and fans alike because NBA commissioner Russ Granik sent a letter to Jordan saying that he would be fined $5000 for each time he wore them on the court. The shoe apparently broke the "51% rule," which demanded players' footwear must be 51% white to ensure they matched with each team's jerseys.
Undeterred by this rule, Nike and Jordan continued to flaunt this latest model on the court and even used the controversy to produce a marketing campaign complete with a TV ad. The ad showcased Jordan with a ball in hand as the camera pans head to toe, eventually reaching the pair of "Bred" on his feet. The narrator reads, "On October 15th, Nike created a revolutionary new basketball shoe. On October 18th, the NBA threw them out of the game. Fortunately, the NBA can't stop you from wearing them. Air Jordans. From Nike."
After the ad aired, consumers were sent into a frenzy, and the shoe sold out almost instantaneously despite its $65 price tag. At the time, $65 was fairly costly for a Nike model, but people were so set on obtaining the shoe that some even reportedly paid up to $100 from resellers, a practice that was near unheard of in the sneaker world at the time. In 1985 alone, Nike would release a total of 13 Air Jordan 1 colourways, including classics such as the "Chicago," the "Royal," the "Black Toe," the "Shadow," and the "Carolina Blue," amassing near 4 million units sold and $55 million dollars in sales.
