Stepping into greatness...how do you sign Michael Jordan?
J.P. Montalvan • July 30, 2023
"We need you in these shoes, not so you have meaning in your life but so that we have meaning in ours."
- Sonny Vaccaro to Michael Jordan
photo courtesy of Lipofski Basketballphoto.com
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Tapping Your Inner Power
Yesterday, I watched “Air,” the story of how Sonny Vaccaro and Nike pursued Michael Jordan in 1984. It's a great movie -- and tells just a small part of Sonny's story.
Sonny grew up playing football, enrolling at Youngstown State. When an injury ended his career, Youngstown's head basketball coach, Dom Risselli, approached him for help. "He said, 'Maybe you can help me get some basketball players from Pittsburgh to come to Youngstown State," Vaccaro recalled.
Three words changed his life. “I think I can,” Sonny said.
This month, my Leadership Circle and I are focused this month on the concepts around building a strong inner self — how we save ourselves. When it comes to getting where we want to go, how do tap into our own power?
In looking at Sonny Vaccaro's life, we might see 5 essential steps to tapping our inner power…
Mindset Mastery.
Our minds are our most powerful assets — so take control of your thoughts and beliefs. Shift negative self-talk with positive affirmations. Surround yourself with empowering people and immerse yourself in uplifting environments. We often become the average of the people we spend the most time with, so choose wisely.
“I think I can,” Sonny said. This words started to reveal a mindset that brimmed with innovation and a sense of opportunity. He surrounded himself with people like Rob Strasser, Nike’s marketing director who wanted the fledgling shoe company to break into basketball, and George Raveling, a longtime college basketball coach and assistant U.S. Olympic team coach — and on that Olympic team Raveling coached Michael Jordan.
Embrace Your Fears.
Fear can be paralyzing, but it can also be a catalyst for growth. We need to confront our fears head-on, knowing discomfort is a sign of progress. Embracing fear allows you to expand your horizons, unlocking hidden reserves of power within you.
People around Sonny scoffed at the idea of Nike as a strong basketball brand, dismissing it as a fantasy. Sonny decided he was “all in.” He risked his job by asking Nike to go "all in" as well, and by pitching Jordan's mother, Deloris, and family more directly than Jordan himself — something generally not practiced by marketers at the time.
Set Compelling Goals.
Without clear goals, we are like ships without a destination. Define what you want to achieve and set compelling goals that ignite your passion and drive. Break these goals down into actionable domino steps and take consistent action towards them. Smaller steps you achieve will reinforce your belief in your abilities and propel you towards your desired outcome.
Sonny envisioned a future where basketball talents could transcend the game and become cultural icons. He dreamed of connecting these prodigies with the right sponsors to elevate them to household names. He crafted a roadmap, breaking down his vision into smaller, manageable domino action steps. He began building relationships with key figures in the basketball community, and he founded the first national high school all-star game.
Sonny's dream ultimately arrived at one single goal — to sign the best basketball player of his time, none other than Michael Jordan.
Cultivate Resilience.
Life is full of ups and downs, setbacks, and challenges. True power lies in our ability to bounce back. Reframe failures as learning opportunities. Failure is not final unless you allow it to be. It's just feedback on your journey to success.
Sonny and Nike signed Michael Jordan in 1984. Despite his pivotal role in Nike's expansion into basketball and the success of the Air Jordan line, he was fired in 1991 — just months after Jordan had won his first NBA Championship. What did he do? Sonny joined Adidas.
Take Action.
Ideas without action are merely dreams. To tap into our inner power, we must take relentless action towards our goals. Embrace the philosophy of "CAN-I” – Constant and Never-Ending Improvement. Take consistent domino steps forward, even if they're small, and your inner power will grow.
In 1996, Sonny signed then-high school senior Kobe Bryant to Adidas. "Nobody else wanted Kobe [aside from Adidas]. Nike was not involved because he was a high school kid," Sonny said about Kobe.
We are capable of so much more than we can possibly imagine. We all possess within us an innate power that, when harnessed and directed, can really achieve. Here's the catch — it’s not easy to access this power. Life's challenges, doubts, and even the people around us can cloud our vision and keep us from tapping our inner power.
Sonny Vaccaro went on from his work at the shoe companies to make speeches at college campuses, condemning the NCAA for making millions off of college athletes, while not allowing them to receive any portion of the profits. He connected former UCLA basketball star Ed O'Bannon with antitrust lawyers, who teamed up to file a lawsuit against the NCAA in 2009. The landmark case changed the landscape of college sports. The NCAA was forced to agree to allow college athletes a "fundamental right" to their name, image and likeness (or NIL) and to receive compensation for NIL.
Tapping into your inner power is not a one-time event. It's a lifelong journey of self-discovery and growth. It requires commitment, dedication, and a burning desire for something more.
"Obviously, Michael Jordan and Nike gave me my professional start in life," Sonny said. "But on my tombstone, if something is written about me other than hopefully being a decent human being, I helped these kids get recognized.”
Here’s to recognizing Sonny Vaccaro’s incredible achievements, and in him some lessons on tapping our own inner power.

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Happy Hump Day!
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