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How companies like Nike and Apple stay cool for decades

Sarah Todd
A photo of the original red and black Air Jordan sneaker
A photo of the original red and black Air Jordan sneaker

When Nike created the Air Jordan after signing then-rookie Chicago Bulls player Michael Jordan in 1984, it designed the shoe in red and black—a striking departure from the all-white sneakers that basketball players wore at the time. The National Basketball League banned the shoe for failing to meet its standards, but Nike wasn’t cowed. The…

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