At the same time, the Jordan brand has also been hailed as a catalyst for modern sneaker culture. That influence extends to China, where Jordan has invested heavily since 1997 by promoting basketball, partnering with local athletes and opening the largest Jordan store in Chengdu. In fact, while Nike's sales plummeted due to the pandemic in fiscal 2020, Jordan Brand continued to shine, with revenue in China up more than 50% to nearly $1 billion.