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Membership in an exclusive, elite privileged club of those who own "the best" -- something that not just anyone can have. To wear Nike Air Jordans was to reify a sacred experience. It was a vehicle to feeling as if one were the hero figure, Michael Jordan" (Aaker & Biel, 1993, p.105). This excerpt demonstrates the extreme length of effectiveness of the complex and truly multi-faceted marketing campaign launched by Nike.
In conclusion, professional athletes have long exerted a strong influence over men's fashion and sports apparel. However, the case of Air Jordans represents a shoe where a celebrity endorsement truly revolutionized the product, the celebrity and the entire athletic shoe industry. Nike took a highly calculated and highly strategic risk when they started courting Michael Jordan and when they used such a tremendous bulk of their advertising budget on this particular campaign. However, their strategy paid off: they successfully created...
(1993). Brand Equity & Advertising: Advertising's Role in Building Strong Brands. Hillsdale: Lawrence Erlbaum Associates Publishers.
Andrews, D. (2001). Michael Jordan, Inc.: Corporate Sport, Media Culture, and Late Modern America. Albany: SUNY Albany.
Johnston, J. (2001). The American Body in Context: An Anthology. Willmington: Scholarly Press.
Kathleen Morgan Drowne, P.H. (2004). The 1920's. Westport: Greenwood Publishing.
Smiler, a. (2012). Challenging Casanova: Beyond the Stereotype of the Promiscuous Young Male. San Francisco: Jossey-Bass.
Soleredemption.com. (2006). History of the Air Jordan. Retrieved from Soleredemption.com: http://www.soleredemption.com/air-jordan-history/
Steinberg, S., & Kehler, M. (2010). Boy Culture: An…
References
Aaker, D., & Biel, a. (1993). Brand Equity & Advertising: Advertising's Role in Building Strong Brands. Hillsdale: Lawrence Erlbaum Associates Publishers.
Andrews, D. (2001). Michael Jordan, Inc.: Corporate Sport, Media Culture, and Late Modern America. Albany: SUNY Albany.
Johnston, J. (2001). The American Body in Context: An Anthology. Willmington: Scholarly Press.
Kathleen Morgan Drowne, P.H. (2004). The 1920's. Westport: Greenwood Publishing.
Soleredemption.com. (2006). History of the Air Jordan. Retrieved from Soleredemption.com: http://www.soleredemption.com/air-jordan-history/
Economic Impact of Michael Jordan ) and made himself the greatest celebrity/player to have the greatest economic impact in the United States history. His fame, enigma and charisma did things for his team and his sponsors that no other sportsman could do before and that was the hype that he created in the commercial scenario (Smith, 4). His choice of Nike, the famous shoe company brought millions in the United States
Arab Spring: Jordan The Middle East is an area of the world that has always been prone to uprisings and political turmoil, but that can be said of almost any area of the world given a specific time period. In the Arab world, there has been a lot of political change over the last century because the major players have changed so many times. Originally, it was the British who held
Given that Puma's new Bolt-endorsed line of running shoes doesn't really contain any groundbreaking innovations, either, it seems like simply more of the same rather than anything fresh and exciting. Puma is reaching out to a different market than Nike, it is understood, and Usain Bolt simply does not have the same celebrity status or marketing clout as Michael Jordan. The relationship itself, however, just seems lackluster compared to the
' The author argued, "[t]he effect, if not always the original intent, of advanced branding is to nudge the hosting culture into the background and make the brands the star. It is not to sponsor culture but to be the culture" (160). The phenomenon of making of the logo as the culture of society can be traced back to the popularity of event sponsorships as a strategy for brand expansion. In
virtual time capsule. A time capsule a grouping items future discovery. For purposes, imagine Time Capsules My daily life is based on routine and a deliberate forsaking of routine in which life can be lived. The routine -- brushing my teeth, cooking my food, praying when I awake -- serves to create the foundation for which I can operate at maximum capacity throughout the day. I believe that in terms of
Without a doubt, the behavior of the basketball stars in the nineties heightened the reputation of the African-American community, and brought basketball into mainstream prominence. They proved their black masculinity through both leadership and statesmanship, and paved the road for the players of today's NBA. Despite the exceptional standards that the players of the nineties set, the basketball culture in the new millennium seems to differ drastically. The Kobe generation