For my final short review essay I am wanted to talk about how choosing the right spokesperson or endorser can work wonders for a company.  When it comes to the sneaker industry, Nike is at the head of the line.  Nike is now the leader in athletic shoes, in particular basketball sneakers.  Back in 1984 Nike wasn’t even in the discussion when it came to basketball shoes.  The best way to sell basketball sneakers is to put a top basketball player in them.  With the excitement of the high flying, clutch shot making Michael Jordan on the rise, Nike seen potential in him.  With its future on the line Nike chose Michael Jordan to be its spokesperson.  Nike played on Jordan’s high flying abilities and gave him his own shoe called, “Air Jordan’s”.  Jordan would proceed to skyrocket through the league his rookie year and gain even more popularity.  The first shoe in the line was the Air Jordan 1.  These shoes challenged the status quo as they were not all white and boring.  They were dark, bold and exciting.  These shoes are known for being the only shoes to be banned from the league.  This didn’t stop Mike from wearing them.  Each year of Jordan’s career there was a new shoe made in the line.  Each year Jordan would raise his game, and so would the sneakers.  As Jordan went so did the sneakers.  There are now 23 shoes in the Jordan signature line.  Nike was able to use a media and advertising method to take their brand to new heights.  After the success of Nike, many other brands have used athletes to promote their shoes.  Although other brands have had success, none have reached the level Nike has with Jordan.  With the growth of the Jordan line, Nike gave Jordan his own brand. 


The Jordan Brand now is its own entity but is still owned by Nike.  The Jordan Brand has its own innovative and interactive website, unique commercials and product.  Nike almost single handedly saved to footwear industry.  Nike new media approach to generate sales is a great success story.


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