Popular American rapper Fat Joe is a huge sneakerhead. His sneaker store ‘UP NYC’ opened in 2016 in New York City, but it wouldn’t have been possible without the blessing of Michael Jordan.
In an appearance on ‘The Eli Manning Show,’ Joe opened up about how Jordan helped him in opening a sneaker store even after Nike was skeptical about the idea.
“What happened was I went to spend hundreds of thousands to open the store and I brought a friend from Nike up there like, ‘This is my new sneaker store,’” Joe said. “He was like, ‘Yo, you got permission?’ I said, ‘What permission?’ He was like, ‘Nah, you gotta get sanctioned you gotta get vetted.’ I was like, ‘Nah, I thought we was cool.'”
Enter Michael Jordan…
“That night Jordan had a party in New York,” Joe added. “I’m up in the party and you hear this just big voice, ‘Big Joe, Big Joe.’ And I turned around and everybody looks and it’s Michael Jordan. He said, ‘Your grand opening, I’ll be there. Your grand opening, I’m there.’ The same guys that told me no ran over, ‘I guess you got a store.’”
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If it wasn’t for Michael Jordan, Fat Joe would have gone through a lot of difficulties to open his ‘UP NYC’ store. However, it just took Jordan’s nod of approval to convince Nike to green-lit the project.
The Jordan Brand Is Making Strides
Michael Jordan is the best thing that happened to Nike. He signed with Nike in 1984 and since then has brought billions of dollars in revenue for the company.
Many believe without Jordan Nike would be similar to Adidas or Puma. Speaking of the Jordan brand, it crossed $5 billion in revenue for the first time.
Jordan made more than $150 million from the revenue. It shows just how important ‘His Airness’ is to the brand and has a huge say in important decisions for the company.
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