Athletes in Advertising

Paper Summary:

This paper examines how the image of Michael Jordan as an African-American was used to sell Nike apparel and how a particular lifestyle was used to promote Nike products. The author points out that will 'rebelliousness' may have been at the heart of Jordan advertising blitz, at least in the early years of the campaign; however, what Nike was really after was a consumer base that would indiscriminately purchase Nike items. The paper concludes that the relationship of Michael Jordan with Nike was one of the most successful partnerships in the history of sports marketing.

From the Paper:

"This paper explores the relationship between Michael Jordan and Nike. Along the way, this paper looks at how the image of Michael Jordan as an African-American was used to sell Nike apparel and also at how a particular lifestyle was used to promote Nike products. Additionally, this paper focuses briefly on some of the racial dynamics at play in the classic Nike ads featuring Jordan as well as upon how Nike used the concept of `rebellion' to sell the Jordan line - even if consumer rebellion was hardly what they had in mind. In conclusion, this paper should reinforce yet again how the metaphors found in any commercial reveal deeper truths about a society's yearnings and attitudes. The relationship of Michael Jordan with Nike was one of the most successful partnerships in the history of sports marketing."

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• Research Paper # 52316 : "Corporate Sponsorship in Sports"

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