Michigan Football: Jumpman Brand Adds New Element of Cool

Michigan football will get a recruiting boost from being the first college football program to feature Michael Jordan’s Jumpman logo.

The deal between the University of Michigan and Nike has been done for some time. However, the potential 11-year, $173 million deal was just finalized today, according to Mark Snyder of the Detroit Free Press and it’s a deal that could have big implications for Michigan football.

Of course it’s never a bad thing to sign one of richest apparel deals in the history of college sports, but on the other hand, it isn’t anything new. Many schools have big contracts, including, you guessed it, Ohio State.

However, there is one detail of the new Nike contract that will, at least for the time being, put Michigan football is a category all by itself.

That’s the fact that Michigan football will be the first program to put the Jumpman logo on its jerseys. That may not seem like a big deal, but trust me it is. It gives Michigan something that nobody else has and when that something is connected to Michael Jordan, it tends to help.

The Jumpman brand has been building in popularity and it was only a matter of time until it broke into the ranks of college football. Yet doing so with Michigan football, a program that already has iconic uniforms, was significant.

The move will prove to be an enormous positive for Michigan as well. Part of head coach Jim Harbaugh’s genius since coming back to Ann Arbor has been making the Wolverines cool again. He understands branding and social media and he has utilized these tools to help recruiting and so far, it’s worked like gangbusters.

Sometimes, in order to win recruiting battles, you need to make yourself appealing to 18-year-old kids. That’s not always easy for coaches that are sometimes in their 40’s, 50’s and 60’s.

Yet, Harbaugh, who has quickly become the king of cool, makes it seem like second nature. And with the Jumpman logo now exclusively on his team’s uniforms, he will have more than enough to keep convincing tomorrow’s stars that Michigan football, is the place to be.




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