George Raveling the Man Who Changed Sneaker History Forever Has Died at 88
When it comes to the biggest moments in history, we usually celebrate the people front and center. But sometimes, the most influential person is the one you don’t even know. The world of sneakers today is a $100 billion industry, one where culture, style, and sport collide with every new release. Most people know the story of Michael Jordan and Nike and how they seized this industry. They know about the film Air, the marketing genius of Sonny Vaccaro, and the revolutionary signature shoe.
What many don’t know is that none of it would have happened without the man who passed away on Monday. The basketball Hall of Famer George Raveling was the force behind a cultural revolution, yet that’s only one piece of his remarkable legacy.
The Coach Who Changed the Game
Raveling was a coach with a purpose. He broke down barriers as a pioneer. He became the first Black head coach in the Pac-8 conference and the first Black assistant coach in the ACC.
His career was a series of firsts. Raveling was known as a player’s coach, someone who led with charisma and an open mind. He was so admired that major television networks like Fox Sports and CBS brought him on as a broadcaster after he left coaching. He had an incredible ability to connect with people on a personal level.
The Sneaker Revolution
While most know him for his coaching career at Washington State, USC, and Iowa, Raveling’s influence extended far beyond the court.
In 1984, Raveling was an assistant coach for the U.S. Olympic basketball team that included a young Michael Jordan. Jordan, who was a fan of rival brand Adidas at the time, wasn’t interested in signing with Nike. But Raveling saw the bigger picture.
He introduced Jordan to Nike’s Sonny Vaccaro and continued to push him to sign with the company. Jordan himself has said, “I signed with Nike because of George, and without him, there would be no Air Jordan.” That led to the creation of the Air Jordan brand, the most iconic sneaker line of all time.
The deal turned Nike into a global giant and created a market for athlete-endorsed sneakers that is still booming today. After coaching, Raveling joined the company, first as the Director of Grassroots Basketball and later as the Director of International Basketball. He continued to shape the industry from the inside for decades.
A Witness to History
Image via Getty Images/Gerasimov174
Raveling had an amazing knack for showing up at historic moments even before his basketball accomplishments.
In 1963, a young Raveling volunteered to work security for the March on Washington. His height placed him on the stage, just a few feet from Martin Luther King Jr. as he delivered his legendary “I Have a Dream” speech. As King was leaving the stage, Raveling simply asked for the typed manuscript of the speech. King, with a smile, handed it to him. Raveling held onto the priceless document for nearly 60 years, famously turning down millions of dollars for it, before donating it to his alma mater in 2021.
That incredible story speaks to who Raveling was: a man who understood the importance of history. He was a pioneer, a mentor, and a witness to some of the most profound moments of his time. And he leaves behind a legacy of impact, best summed up by his own words: “How we live, why we live, and in the manner in which we live becomes our legacy.”