Sonny Vaccaro is an institution in youth basketball. Vaccaro scouted numerous NBA legends for Nike and later adidas and signed contracts with Michael Jordan and Kobe Bryant. His ways LeBron James almost ended up at adidas. The story of what is arguably the NBA’s most powerful scout, whose story at Nike was recently brought to the big screen with “Air”. Vaccaro is played by Matt Damon.
Editor’s note: This feature was originally released back in 2020.
In 1982, the star of Michael Jordan emerged in New Orleans, Louisiana. The then-freshman chose North Carolina for the NCAA Championship Game with a buttery jump shot. Mike Jordan became Michael Jordan, as the Bulls legend himself described it in The Last Dance documentary.
A certain Sonny Vaccaro, at that time a representative of Nike, among other things supplier of Georgetown, also felt among the spectators. Vaccaro was smitten with Jordan, although James Worthy (later Los Angeles Lakers) ultimately took home the Most Outstanding Player award.
Still, Vaccaro was most drawn to Jordan, who was athletic, hit the most important shot in the game, and had the ability to captivate those around him with his charismatic smile. From then on, Vaccaro was certain: Nike needs Michael Jordan, whatever the cost.
Sonny Vaccaro: Die Aura eines Mafiosos
Vaccaro went into business with Nike in 1977. The then 38-year-old had previously earned his money mainly with bets in Las Vegas after the father of four had separated from his wife. Vaccaro previously worked as a teacher in Pennsylvania and Ohio and also hosted some high-profile youth tournaments.
Nike wasn’t a big deal at the time, the sporting goods manufacturer made its money primarily from athletics. However, an agent recommended the Oregon company Vaccaro, who wanted to sell a sandal-like basketball shoe. However, the bosses were not interested in the product, instead they were fascinated by Vaccaro as a person.
There was always a bit of a mafioso aura about him, reason enough for Nike to first check if Vaccaro was in legal trouble. As it turned out, Vaccaro had a clean record and was consequently caught. Matt Damon recreated some of Vaccaro’s experiences at Nike in the recently released feature film Air.
Sonny Vaccaro kitted out college teams for Nike
Nike wanted to invest in the NBA, but Vaccaro advised against it. He saw more potential in more popular college basketball, and he was right. The problem, however, was the NCAA and their strict regulations that players were not allowed to receive gifts or sign sponsorship deals.
However, Vaccaro and Rob Strasser, Nike’s marketing director, came up with an ingenious and simple solution. Nike wanted to pay the coaches while giving the students free shoes in return. Another lure were courses for coaches and players, which were to take place under the Nike umbrella. Vaccaro was supposed to use it to attract the best program in the country, so Nike wrote him a check for $20,000.
Within a year, Nike had signed ten of the best universities in the country, and the outfitter also sponsored a top-class all-star tournament for high schoolers. But it didn’t last long before people died Washington Post noticed this scam, negative press rained down. However, competitor Converse had also used similar methods and paid UNC coach Dean Smith. Converse withdrew because of the headlines, Vaccaro, on the other hand, fell into the vacuum and by 1979 already had over 50 coaches on the hook.
Nike had managed a coup with this strategy and felt confirmed at the latest when Sport’s Illustrated Had an Indiana State player number 33 on his cover. His name: Larry Bird, his shoes: by Nike.
With Jordan, however, it would be difficult five years later. Converse continued to outfit Smith and North Carolina’s Tar Heels, and Jordan didn’t think much of Nike, always wearing his favorite adidas except for games.
However, Nike’s managers were only partially convinced. They gave Vaccaro the task of proving several young players from the upcoming draft like Charles Barkley, Hakeem Olajuwon or John Stockton, but Vaccaro replied: “We should invest all the money we have in Michael.”
After some time, the bosses agreed that the two million dollar budget should be used for Jordan. On the fringes of the Olympic Games in Los Angeles, negotiations began with Jordan’s agent David Falk, who soon came up with a simple idea for the name of the possible sub-label: Air Jordan.
It was completely new territory, not even NBA players had their own shoes at the time. But Jordan hesitated, preferring a deal with adidas. At the same time, Falk was also negotiating with the Germans and Converse, but it quickly turned out that Nike’s offer was light years better. Not only was the company offering the Swoosh $2.5 million for five years, but Jordan would also receive 25 percent of the proceeds from each shoe sold.
However, Jordan was not convinced, it was only at his mother’s insistence that the drafted man flew to Portland for the signature, which was also attended by Nike boss Phil Knight. After the presentation, Deloris asked Jordan, “You’re also putting your entire future on one card, son?” and Vaccaro replied. “If Michael doesn’t sign, we’re going under.”
