Photography Versus the Law
Many people
would recognize the Nike Air Jordan symbol Jumpman that is identified as Michael Jordan
dunking a basketball. What many people don’t know is the history behind this
infamous symbol. Jacobus Rentmeester is the photographer who arranged and
photographed Michael Jordan but it wasn’t for Nike.
Jacobus
Rentmeester photographed Jordan for an issue in Life Magazine during the
1984 Olympics. The photo Rentmeester chose for the magazine was an action
shot of Jordan dunking. Jordan is in the air with the ball in his left hand and
his legs in the placement of a split. Nike stole this image from Rentmeester’s
page in Life Magazine for advertisement purposes of Nike’s Air Jordan shoes.
Rentmeester took the Nike company to court and sued over Nike’s actions, Nike
admitted to stealing his photo of Michael Jordan and asked Rentmeester’s
permission to use his photo for two years for advertisements, in return he was
paid 150 dollars.
After the court case, Rentmeester filed his
slides of Jordan with the Copyright and Trademark registration. He recently
found out that Nike has still been using his slides for more than just
advertisement purposes; they turned it into the actual label for their Air
Jordan shoes.
Michael
Jordan was asked about these photos and the symbol in an interview. Jordan
explains how he was told by Rentmeester to pretend to dunk with his left hand
to show his whole body in motion. He was also told to form a grand jete, a
ballet move where you perform the splits in the air. Jordan stated that he “doesn’t even dunk with
his left hand”, he dunks with his right hand.
Rentmeester is currently suing Nike
over using his photos for the Air Jordan symbol and is asking for 3.2 million
dollars in return for copyright infringement. There has not been an announced
settlement at this time. Nike did admit to stealing his slides and will
hopefully pay Rentmeester for their damages; they might even try to buy his
copyright since the Jumpman is such an iconic symbol by now. Rentmeester should
receive compensation for the usages of his slides since Nike agreed to only use
his images for two years and agreed to only use them for advertisements.