On an early Saturday morning in December, being up at 6 a.m.

meant one of two things for former

Dutchess guard Harry St. John. Basketball or sneaker releases –– sometimes both –– but not just
any pair of sneakers can garner the attention of St. John at 6 a.m.

The Nike Air Jordan Eleven Concords –– considered a grail in St. John’s collection –– a shoe that
transcend sneaker and basketball culture forever.

“From the moment I opened the box, I got chills,” St. John said. “It was a rush of emotions, from
holding the shoe in my hand, that new shoe smell that still lingers in my nose today, I felt like I
won a trophy. That was the moment I fell in love with Nike.”

Since 1984, Nike has built a legacy centered around innovation, a precedent that many brands have
tried mimicking. Throughout these years of innovation, Nike has created a culture that has
impacted all major sports significantly basketball.

Cultivating the ability to change the culture of basketball not only on a global scale, but nationwide
as well, Nike allows for further expansion of both brand and the sport of basketball.

Synonymous to Nike the sport of basketball has created its own culture –– a homegrown culture –
– built up on an unlikely combination of style and grit. Nike athletes such as LeBron James and
Michael Jordan, have stretched the brand across multiple generations of basketball. The swoosh
goes beyond its famed athletes and far into the representation of excellence throughout the multiple
levels of basketball.

High School

Located in Los Angeles CA., Village Christian School were one of twenty-five Nike Elite high
schools in the state of California. Winning the California Interscholastic Federation-Southern
Section three years in a row (2012, 2013, 2014), a state championship in 2012, and followed by a
number one state ranking.

According to Village Christian School, there are over forty thousand – male and female – high
school basketball programs nationwide, only two hundred are designated as elite Nike programs.
To earn the branding of an elite Nike high school, the school’s basketball program must
demonstrate and sustain excellence at a high level.

The Nike Elite high school program has incorporated aspects from the EYBL such as holding
tournaments exclusive to those elite programs and showcasing the best high school players in the
nation. The exposure to high level college programs comes with Nike’s ability to further innovate
the game of basketball.
Nike Elite high schools serve as a huge marketing tool for both the program participating and Nike
as well. While sporting the Nike Elite School tag, schools are exposed to a higher level of recruits,
as Nike Elite programs offer opportunities to play against the best players in the world.

As an elite high school, Nike provides programs with over $1 million worth of gear a year ranging
from different sneakers, warm-ups, and bags.

According to Associated Press, in compliance to becoming an elite program, Nike requires players
and coaches to wear only Nike products at events and games. All swoosh logos must also be visible
at all time during the duration of the event and or game.

Although Nike seems generous to its elite programs, being chosen to represent the Nike Swoosh
means sustaining and maintaining a winning standard.

Village Christian School only maintained its elite status until the end of the 2017 season.

Although proving to be one of the more prominent basketball programs in the area, Village
Christian School’s basketball program went through a complete renovation of the basketball
program, losing head coach Jon Shaw and shorty after losing most of their star filled roster.

Nike notices excellence, but also notices the fall from grace most elite programs face when losing
key players or a coach. Athletic director of Village Christian School, Richard Broussard is now
faced with the task of returning the school to the elite level.

“Nike is built on excellence,” said Broussard. “Your basketball program has to maintain its
winning stature as Nike heavily monitors each basketball program they brand as elite. We fell to a
middle of the pack team, mediocre at best, and Nike doesn’t associate itself with mediocre. As
quick as your team can earn the status of an elite Nike school, Nike isn’t hesitant in cutting ties.”

EYBL

AAU basketball has become an outlet many high school basketball players use to further advance
their skill set, and garner exposure not seen at their respective schools. While many AAU leagues
offer a luxurious playing experience, many lack what Nike has created with the Elite Youth
Basketball League.

The EYBL was created by Nike to ensure athletes are developed through excellence, honesty
evaluated by professionals, an unparalleled amount of exposure and an unprecedented level of
competition.
Nike prepares its athletes for the next level with the EYBL. Formatted like the NCAA, forty teams
are divided into four divisions. Before the season begins –– after the initial high school season is
over –– interdivisional preseason games are played leading to the beginning of the season which
marks divisional play.

At the end of the season, the top twenty-four teams get invited to the final tournament of the live
period, the Nike Peach Jam. With this system in place, players are getting exposed to the format
upheld in the collegiate levels and beyond.

The EYBL has made a reputation for producing top level players. According to D1Circuit there
are ninety-seven Nike EYBL alumni currently on NBA rosters. 28% of players on NBA rosters
and 35.8% of American-born players are alumni of the Nike EYBL.

Although heavily preparing athletes for the next level, the EYBL does not solely focus on only
getting their players to that next level.

“Nike wants and expects excellence in every aspect,” says Renne Pulley coach of Minnesota
EYBL team Howard Pulley Basketball. “Not only does Nike evaluates players, but us as coaches
get the same treatment. Nike wants us to withhold a certain level of professionalism and execution.
We follow the blueprint they lay out for us.”

According to Pulley, Nike help change the landscape of Minnesota basketball forever.

“Known as a hockey state, Nike came through and established elite high schools and an EYBL
team,” said Pulley. “Nike gave our lesser known Minnesota kids a chance to play against high end
competition and in front of famed college coaches. The swoosh has been everything to me since
1996 because of the opportunities Nike has provided to the local children.”

College

Already holding an exclusive sponsorship with the NBA and heavily invested into high school
basketball, Nike remains supreme on the collegiate level as well. According to the Courier Journal,
Nike sponsors forty-five of the sixty-five “power five conference” –– made up by the ACC, Big
Ten, Big 12, Pac 12, and the SEC.

Apart from the major representation of dominant Division I programs, Nike makes its presence
felt on the Division III level just as prominent.
Nike’s inclusion in Division III basketball might seem miniscule, but the brand is strong notes
Utica College Men’s Assistant Basketball Coach John Mullane.

“Nike is the gold standard in basketball,” Mullane said. “Being a Nike program helps tremendously
with recruiting. Players would ask ‘are you guys a Nike or Adidas program?’ and when I say Nike
their eyes light up. The swoosh adds more of a swagger to these kids’ game and gives them the
confidence moving forward.”

Nike, regardless the level of basketball, elevates play. According to Utica College Men’s
Basketball captain ––– and sole senior on the team –– Justin Mayers, Nike adds a sense of urgency
to the team.

“When we step on to the court in our Nike warm ups and uniforms we look ready for business,”
said Mayers. “Presentation means everything, Nike gives us the opportunity to say a thousand
words even before the clock starts. It gives us an intense edge.”

Culture of the Swoosh

Nike has created an intangible force with its basketball program. A precedent for the competition
to follow, Nike has successfully intertwined innovation and culture throughout their years of
collaboration with various basketball programs in each significant level.

With the creation of the EYBL, Nike established an atmosphere only seen at the highest level of
play, while creating opportunities some basketball players would have never thought imaginable.
The intense level of competition creates an aura around Nike unmatched by its predecessors.

“Sometimes during games, Russell Westbrook or Kevin Durant would casually walk through and
sit courtside,” said former Playaz Club point guard Dehstin Smart. “Every game in the gym would
be close and intense. Nike creates a winner and they make sure that every team is put to the test
every game. Not everyone can play in that league, and that’s what makes Nike so special.”

The Swoosh has always been carried with excellence by Nike. Branding itself with winning and
establishing a storied legacy, Nike’s impact is felt around the world.

“When you look at the athletes signed with Nike you notice they all excel in their field,” said
former Utica College Basketball player Ma’khi Mitchell. “Nike makes the best gear, and its been
that way since I was young. Pretty much everything I have is Nike. At this point, Nike feels like
the norm. In high school, my dream was to play for an EYBL team, so I can get exposed at the
same level other big-name recruits were.”
Harry St. John believes that representing Nike brings on more responsibility than just winning,
Nike represents consistency and the will to keep going.

“Their most recent commercials say, ‘It's only crazy until you do it’,” says St. John. “Nike has
always been more than clothes, it is an inspiration.”