The Jordan Brand

Jordan really targeted an audience of adults and teenagers who have a biased mindset, with the goal of having them rethink their morals about equality in the U.S. Nike was able to use Jordan as a spokesperson so that he can urge audience members to believe in what the company stands for, which is equality and build trust and in their customers to promote their business and products. This was also a source of ethos displayed. The Declaration of Independence is also used as a prime source of persuasion that make people question their humanity, due to the amble amount of inequality in the world. If equality does exist in the U.S, then there must be boundaries that are set. Nike tries to connect to that idea by including sports with the goal of building more credibility or trust, also known as ethos.

Stemming away from Jordan personally, it also touches on how the expansion of Nike created issues with regard to race by way of cultural and value-based analysis of black culture and effect that the Air Jordan shoe had on its people. One example of which is shown from the black on black crime that ensued as a result of the marketing of the Air Jordan in the 1990s. Significance in the arena black business is also evident. Obvious significance is shown from the growth of the business of Michael Jordan himself. It shows how a single man can amass wealth starting one-dimensionally as a person with extraordinary athletic talent and transitioning into one who takes the reigns as the leader of his own division of a transnational corporation while still working to his own and his brand's marketability. It's also subtly important to show how the Nike product also spiked the dollar seen by inner city ‘mom and pop' athletic apparel stores, mostly black owned. Chapter 4 touches on the effect of the Air Jordan on inner cities, both good and bad, and even though there was crime and drug money involved with the sales of Air Jordans, it is still hard to ignore the increase of money that resulted as well. Lastly, LaFeber's book provides informational significance of the expansion of global capitalism in the late 20th and early 21st centuries. It not only shows how Nike became the worlds largest company in sports apparel but also how the Chicago Bulls organization increased

In 1999, when this essay was published, something as simple as a cellphone was a revolution to the American people. Conversations anywhere with no wires involved! Wow! Looking back now, American seemed pretty simple in 1999. This is the same for Michael Jordan – once upon a time, Jordan was JUST a basketball player. LaFeber’s essay illustrates for us the rise of the young Jordan from his middle-class family in racist North Carolina through his college years and eventually into the NBA where he became an international sports icon. LaFeber tells the story of how Jordan caught the eye of Nike CEO Phil Knight and goes on to explain how Knight transformed Jordan into the face of a multi-billion dollar international corporation. LaFeber also fills us in on race and sports issues surrounding Jordan and how that played a part in Nike’s growth. LaFeber shows us how race effected middle-class Michael Jordan at a young age and how he was able to overcome this and grow into the star he is today.

Collegiately, Jordan’s legacy was established as a freshman when he nailed the game winning shot in the National Championship versus Patrick Ewing’s Hoyas. Even though, the Tar Heels didn’t hoist the trophy in the following years with Jordan, one thing was constant, Jordan himself. Win or lose, no matter the players around him or the level of competition, he would always put on a show. This would hold true as Jordan’s rise to prominence conveyed an analysis of sport’s emergence on the global stage.

Have you ever seen someone wearing a very rare pair of shoes that you have never seen before? Have you ever wondered how they got these shoes and how much they cost? Believe it or not Nike’s Air Jordan line of shoes has been at the forefront of a decade-long sneaker craze, which has grown so much it has become its own stock market. Jordan’s have been popular for many years and it is shown throughout pop culture, the increase in price and demand, the resale market that has skyrocketed in the last five years, and the history behind the shoe that made them so popular. Jordan’s are very well advertised through several popular outlets.

Michael Jordan, a man who is idolized for his athletic prowess, once said “I’ve failed over and over and over again in my life and that is why I succeed” (“Michael Jordan Quotes”). 2.5 million dollars is an insane amount of money, so imagine how twenty-one-year-old Jordan felt signing this deal with Nike.inc; who used this as an opportunity to launch the Air-Jordan shoe, with the iconic Jump-man logo on the side. The popularity of these shoes led people to stand in lines and even steal them from others. Jordan’s immense talent earned him over thirty million dollars per season, but his businesses earned him a large chunk of money as well. MJ became the star of the hit movie, Space Jam, and endorsed products such as McDonalds, Hanes, and Gatorade. Three years after his retirement from the NBA, Jordan became an owner of the Charlotte Bobcats, currently the Hornets, becoming the first former player to own a franchise (Dodds, Colin). MJ supports over fifteen different charity cases, and some of them being: LIVESTRONG, Make-A-Wish Foundation, and Special Olympics. His good-natured attitude and morals off the court added with his immense skill on it, firmly place him as one of the best players ever (“Michael Jordan: Charity

Michael Jordan had to fail to succeed. Michael Jordan failed at what he did to strive harder to be the best at what he was doing. Designers Peter Moore, Tinner Hatfield, and Bruce Kilgore dedicated the shoes to Michael by using his silhouette as the legendary “jump-man” logo. In early 1984, Jordan had no idea that being a part of Nike would be one of his greatest accomplishments in his career. Jordan makes 100 million dollars every year just from the production of shoes and clothing apparel because his silhouette is used on every pair. In order for him to even be considered to be the face of the shoe brand, Michael had to prove why he’s the best and there were a series of events that led to his major accomplishment.

Michael Jordan by JJ Stevens Michael Jordan was an elite all-star, known around the world as the best basketball player in the world. Most people know him nowadays because of his enormous selection of basketball shoes, but researching him made me understand why he even has a shoe brand. Most people have know idea that when you bring up conversations about Michael Jordan, they are actually talking about a being that has had so many rewards, so many titles, and surpasses almost any player now and then when he played still. His accomplishments led the way to him starring in a multi million dollar movie “Space Jam” and a successful shoe brand sponsored by nike. But with those accomplishments he really just made the rest of his family tree will be millionaires without a doubt.

There is no other player that is widely associated with basketball than Michael Jordan. It is not just about his moves on the hardcourt that made this shaved wonder a legend of the game. Why he is revered among basketball fans elsewhere is not only the way that he carries his team to victory but also his manners and conduct outside the court. Affable and approachable, Michael Jordan became not only a symbol for the National Basketball Association but he also carried the sport on his shoulders at a time when the sport needed a hero and someone who can set the game at a competitive level against such sports as boxing, soccer, and baseball. But believe it or not, despite his iconic status, Michael Jordan would not have risen to fame if without his trusted ally: Air Jordan shoes.

It is now widely accepted that: 1. Jordan was the most influential athlete ever; and 2. He is also the greatest to ever play the game stated by anyone that has ever seen him play. These two facts coincide with each other showing Jordan's affect

The year an NBA legend started his professional career, Michael Jordan. He established himself as a very dominant player averaging 28.2 points per game in his rookie year. Soon after that he won the rookie of the year award topping off his first season in the NBA. Outside of the court, Jordan signed off a major deal with Nike shoes called Air Jordans. Which influenced the fashion industry forever. Every company wanted to associate themselves with the next big star. Throughout the decade every company from Adidas to Reebok was throwing their names out there to get into the act this started the so-called “sneaker wars”.

The source, Sports, Media Culture, and Race- Some Reflections on Michael Jordan, written by Douglas Kellner, seamlessly answers my research question by explaining how Jordan dominated both the basketball court, and the media through his athleticism, advertisements, products, movies, and other countless ventures. The source claims this made “Jordan one of the highest paid and most fecund generators of social meaning in the history of media culture”. The article also claims, that as a Black icon, Michael Jordan conveys the dream that “anyone can make it in a society of competition and status, that one can climb the class ladder and overcome the limitations of race and class” and promoted “racial equality and the rights of African Americans”. This image appealed to the masses, but most specifically black people. All in all, while it’s not said directly, I can conclude that Michael Jordan's “blackness” coupled with his dominant and positive image in the media allowed him to appeal to a wide array of consumers and gave any brand with a Michael Jordan endorsement an unfair advantage in the consumer market.

The use of specific athletes in marketing campaigns really began to show promise when athletes like Jordan began wearing their own brands of shoes. The idea to consumers or fans of the NBA that they could wear the same shoes as Michael Jordan, and somehow play like him was an easy sell by Nike. Today it is now common for marketable athletes in almost all sports to wear their own style of shoes, spikes, or skates. An interesting point to make is that through Nike Michael Jordan eventually launched his own clothing line called Jumpman23 that makes everything from socks and underwear to winter coats. Even though Jordan has been retired since 1999 the Jumpman23 company has continued to release a new shoe every single year that are simply called “Jordan 24”, an increasing corresponding number to the number of years the shoes have been produced. The new Jordan shoes still retails at over $150 a pair even though Mike hasn’t stepped on the court in 11 years! After retirement and becoming the CEO of the Jumpman brand Michael Jordan has been able to court other famous athletes from a variety of sports to wear his brand. A few examples of the athletes include Derek Jeter (baseball), Dwayne Wade (basketball), Jason Taylor (football), and April Holmes (track and field). The wide range of athletes in all different sports who now market a brand for arguably the greatest athlete of all time truly shows the money, power, and influence an athlete can experience

Michael Jordan was the individual who changed the game of basketball and inspired the youth. Jordan was a generational player who was powerful at driving the hoop, amazing at handling of the ball and was an impeccable shooter. He made so much of an impact that the NBA changed the rules when he played. Michael not only made an impact on the court but he impacted youth off court. When kids saw him play they wanted to style their game after him. Young

Meaningfulness as a brand the meaning of Nike is the “greek goddess of victory”. Likability of the brand the symbol of the brand reminds the minds the sign of ok in addition it is associated with victory and winning. These all have a positive effect on peoples minds. Adaptability is how the brand responds to change nike has changed its logo many times in years which shows how Nike uses adaptability for brand equity. Transferability is the capability of the brand to add new products nike always adds to their portfolio of products they also change their logo according to gender ,product etc. Protectability is the last of these elements which is about protection and legal registration nike has protected their brand elements with the swoosh appearing alongside the trademark “just do it” since