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Uzone.id – Basketball and fashion are two things that are very difficult to separate. Basketball is one of the pillars of pop culture which has now become Fashion Runway for athletes and public figures.
In this era, many field stars are not only respected as athletes but have become fashion icons, brand-brand leaders, or trendsetters in pop culture.
For example, Lebron James and Damian Lillard are always the center of attention every time they arrive at the arena, and are followed by other players. The fashion Show is not even over yet the tipoff has started.
In the arena, the front or side seats are filled with public figures such as Rihanna, Drake, Kendall Jenner, and Adele.
They all came wearing their favorite team’s attributes or wore unique clothing but still had a basketball theme, such as wearing shoes of signature NBA players, jackets varsity, and a t-shirt vintage oversize which had a photo of the player. They are all the ones who give influence to many people.
Easy access to social media is also one of the factors that makes it easy for many of them to adopt this culture. From pop culture Basketball in society has come a long way streetwear.
Seeing the huge influence of basketball as something that is loved by many people provides opportunities for market development in the field of fashion.
Some of them are apparel brands such as New Era and 47 which produce licensed hats for sports teams from the NBA to NFL leagues, there are also Starter and Mitchell & Ness which produce themed apparel. Vintage or hardwood series, to well-known brands such as Dior, Louis Vuitton, and A Bathing Ape which often collaborate with NBA teams and athletes.
To try to find out the beginning of the development of pop culture, a source from the ESPN documentary series entitled The Last Dance maybe it can give a clear picture. The documentary, which contains 10 episodes, discusses the dynasty Chicago Bulls in the ’90s and the birth of a famous basketball legend who to this day we know as Michael Jordan.
This series is very interesting because in several episodes it discusses the development of lifestyles in America and around the world after getting to know Michael Jordan and the brand his shoes are named Air Jordan.
In the league, Michael Jordan brought a new color to the NBA on the fashion side of clothing, such as wearing tight shorts before putting on a pants jersey for his team, and a change in shoe color rules.
Not only that, Dennis Rodman, one of Jordan’s relatives at the Bulls, also took part in changing the NBA culture, one of which was the rule about wearing suits when coming to the arena. Rodman almost every game never wears a suit when you come, but instead wears a t-shirt, pajama pants, or shorts and just wears Sneakers, sometimes also wears a leather jacket or Bath Robes.
Initially considered strange and against the rules, however, many media considered Rodman’s actions to be very salesy for improving ratings in television and sports magazines, the NBA changed the rules for suits when coming to the arena.
The players are required to be more entertaining when they arrive at the arena because there is so much media gathered outside the arena and in the hallway leading to the changing rooms, for example, there are more players stylish and innovative in dressing when you arrive.
Outside the league, Americans’ views on innovation in fashion have changed since Nike introduced the shoe signature Jordan which was named Air Jordan 1 Bred in March 1985.
These shoes were competitors to the Adidas Forum 84, which at that time dominated the basketball shoe market in the United States. Shoes that are now iconic Sneakers This was initially less popular but received special attention from fans and shoe collectors after the Chicago Bulls won the NBA for the first time in 1991.
That year, many artists also took part in popularizing the Air Jordan brand as pop culture. For example, Spike Lee, one of the famous actors at that time, promoted Air Jordan IV to IX through television advertisements with a style that was considered very unique at that time, wearing basketball shoes sneakers jeans, or short pants combined with a hoodie and jersey basketball as outer, and wear 5 Panel caps or snapback.
This gives a new color in clothing fashion to American youth, especially basketball fans, that casual style is not just wearing a tracksuit popularized by Run DMC or just wearing a flannel shirt and jeans like the duo. Grunge, Eddie Vedder and Kurt Cobain.
Jordan is not only known for his greatness in bringing the Bulls to win the NBA 6 times but he is also known for influencing culture, especially in terms of fashion through the Air Jordan brand to this day. Michael Jordan with the Bulls not only changed the culture in the NBA but is considered to have popularized basketball as well as pop culture globally since the 90s.
This succeeded in changing the NBA, which was once just an American basketball league Sportainment via television broadcast. At its peak, in 1998 during the 6th Final game against the Utah Jazz, this match was watched by 72 million viewers worldwide and was the highest in NBA history.
