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2. How Jordan Made Nike What It Is Today
The series also looks at the Cult of Jordan away from the court and how important he was to other brands.
Named after the Greek Goddess of Victory, the name Nike seems fitting by today’s standards with an impressive roster of star endorsements. 1984 was a different story for Nike. Still a relatively minor player in sporting apparel and more associated with tennis than it was with basketball, Nike had a long way to go to be considered a genuine player in the sport.
Most NBA players at the time preferred the Converse All Star and Jordan himself was most likely to wear Adidas for his playing career. That all changed with a dedicated pitch aimed at dedicating a shoe and a brand around Michael, called the Air Jordan. Although lucrative, the deal seemed risky for both Jordan and Nike. He of course took the deal and Nike has since become the sporting brand of victory
Nike now endorse the sport’s biggest stars with complete dominance in the league with lucrative brand deals created for highly rated players. And they still do well in tennis too.
It's all fascinating insight.