Michael Jordan EEE

Michael Jordan EEE - Few individuals in the athletic world...

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Few individuals in the athletic world have been able to have their number associated towards their name in such as manner as #23 and Michael Jordan. Jordan was able to create an awareness of himself in the National Basketball Association from winning six NBA titles (1991’, 1992’, 1993, 1996, 1997, 1998’), becoming an All-Star 14 times, winning the NBA MVP five times (1988, 1991, 1992, 1996, 1998), Rookie of the Year (1985), and Defensive Player of the Year (1988). In addition to these accomplishments, ESPN recently declared Jordan the top shooting guard of all-time in NBA history 1 . Perhaps the greatest legacy of Jordan was built off the basketball court due to a collaboration with Nike in 1984 that would prove to help both parties involved beyond both their imaginations. In 1984, Jordan was a rookie on the Chicago Bulls while Nike was a struggling athletic footwear company. Nike had missed endorsement deals with the likes of Larry Bird and Magic Johnson who respectively decided to sign with Converse. At the current time, athletic companies were hesitant to sign endorsement deals as they saw it as a financial risk and a burden to the marketing budget 2 . Adidas never made Jordan an endorsement deal while Converse had failed to make an offer higher than Nike’s. During his rookie season with the Chicago Bulls a young Jordan flew out to Nike headquarters in Portland, Oregon to meet with Nike representatives on a possible endorsement deal, unbeknownst to Nike at the time Jordan had no intentions of signing a contract 3 . While in the presentation Jordan was shown a sample pair of sneakers in a black and red color 1 http://sports.espn.go.com/nba/dailydime?page=dime-GreatestSGs 2 http://www.sneakerhead.com/jordan-brand-history.html 3 http://www.sneakerhead.com/jordan-brand-history.html
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way, to which Jordan replied, “I can’t wear those shoes, those are Devil colors” 4 . At the end of the meeting Jordan was influenced enough to sign a 5 year contract worth $2.5 million 5 . This contract would spawn a marketing giant that neither Jordan nor Nike could have imagined in their wildest dreams. The first Air Jordan was introduced in 1984 and was created by Peter Moore and
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Michael Jordan EEE - Few individuals in the athletic world...

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