Nike, Inc.: 9,000 Shots campaign

Of all of the commercials Michael Jordan had done for Nike, Inc., he was most proud of the 1997 spot that took a glimpse at his humanness.

Nike, Inc.: 9,000 Shots campaign

William Baue

OVERVIEW

Of all of the commercials Michael Jordan had done for Nike, Inc., he was most proud of the 1997 spot that took a glimpse at his humanness. The commercial, filmed in a nine-hour shoot at Soldier Field in Chicago, showed a well-dressed Jordan exiting his limousine and strolling past banks of fans, humbly acknowledging the custodians and security workers along the way. Amid these outward signs of success, Jordan's voice-over revealed his inner thoughts: "I've missed more than 9,000 shots in my career. I've lost almost 300 games. Twenty-six times I've been...

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