Nike, Inc.: Air Jordan campaign
Rebecca StanfelOverview
In 1984 Nike Inc., the world's leading designer and marketer of athletic shoes, signed rookie basketball sensation Michael Jordan to promote a line of shoes named in his honor. Faced with faltering sales, powerful competitors, and eroding popularity, Nike sought not only to capture a greater share of the growing basketball shoe segment of the athletic footwear market but also to reinvigorate its tired brand image. In 1985 Nike launched the first Air Jordan basketball shoes, christened to reflect Jordan's gravity-defying moves on the court and the company's patented "air" technology contained...