What do you think of when you see this logo?
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You could think of a number (23), you could think of sports or a sportswear brand, but you most likely think of one person: Michael Jordan.
This image is an icon that represents Jordan, but Michael himself is an icon that represents sport, it represents work, perseverance, progress, history, fame, glory.
Michael Jordan is the forerunner of what we know as the unions between athletes and brands. He brought a new concept to the world of sports when he became the corporate image of Nike, Gatorade, and so many other firms.
Before Michael's arrival, Basketball shoes were just that: "Sneakers." When NIKE shoes are fused with the image of Jordan, a revolution of custom models is created that until now has not ended. It all started with the famous "Air Jordan".
We will hardly know another Michael Jordan, pioneer, creator of records, brands, and styles, considered the greatest inspiration of all time for several generations of athletes, being the role model in childhood and adolescence of the current NBA stars.
The Jordan Legacy
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It's not just all the imposed records, the championship rings. But the power of the corporate image.
The NIKE Corporation has always been one of the most famous sportswear and shoe factories in the world for offering high-quality products that have earned the preference of its consumers.
But in the '90s when Nike signed the most important of its corporate agreements placing the figure of Michael Jordan As an image of its famous "Air Jordan" shoes, an industrial phenomenon was created that would increase its sales and projection to unimagined levels.
As a result of this success, Nike continued to sign NBA athletes and create new personalized designs with the symbols and hand-signed signatures of the new idols of this sport: Kobe Bryant, LeBron James, among others.
And not only did he focus on this sport, but he expanded to golf with Tiger Woods, tennis with Rafael Nadal, and others.
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This advertising strategy has been adopted by many famous brands of different genres in the industry and they have hired not only athletes, but musical artists, but the strategy is the same and in most cases, it has resulted in great successes.
A corporate advertising image is a tool that can be worth millions of dollars for a company, these contracts often invade the privacy of athletes, artists, and personalities, but in round numbers everyone benefits.
@juanmolina
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Greetings @juanmolina, that is called Marketing and it is impressive that this type of advertising as it breaks already established mental patterns and positions itself in our mind and behavior so that we are compelled to buy or get their products. Now imagine the kind of work that a small businessman must do to position his brand, hence the importance of leaving this responsibility of skilled labor. Thank you for your contribution
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That's the power of Advertising images many people ignored. Micheal Jordan has established itself to become an icon to the extent which his images has started to be used as an advertising image and also to show positive messages
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hello @juanmolina,
I think the image of this player speaks for itself, Mr. Michael Jordan was not only a star in his sport but also a great entrepreneur who managed to make his fame a multimillion dollar business, that is where his exploits in the business world surpassed his exploits in sport, just look at Lionel Messi who has a great fame but outside the sports world fails to make his image a millionaire business, no doubt Mr. Michael Jordan worthy of admiration for athletes and entrepreneurs.
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Hello @juanmolina
Advertisement is one of the ways to make people aware of the products and services and the power of advertising images is something that plays a vital role. Michelle Jordan is a well-known name and I can say it's a famous celebrity who has been advertising these bands to get more audience and people get attached. Thanks for the nice post.
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Hello friend, who does not associate that image with Michael Jordan! This is undoubtedly the clearest example of how an image builds a brand, as you say, before the "Air Jordan" shoes we did not pay attention to sports shoes, that simple image turned those shoes not only in a piece of sport but even fashion.
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It's now one of the most if not the most famous ways of advertising, and the millions spent and given to each one of those athletes to make such advertisement will be brought back just by the number of the pieces of that current product will be sold, so no one can deny its efficiency.
Even though I'm not a basketball fall, I could hear about Michelle Jordan and the shoes so I can't imagine how would it be amazing to get one of those for any fan of him or of basketball in general.
Thanks for sharing!
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Hey @juanmolina, we all often think that advertising doesn't really impact us personally and change our buying habits. The truth is, of course, advertising impacts all of us. That is we are subconsciously impacted by what we have seen and the feeling it gave us. This is even more so when we see images and famous people that resonate well with us.
Great post - stay safe my friend.
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hello @juanmolina, I agree with your article, companies have long known that to sell more it is necessary to give a human face to the brands and of course putting the face of a sportsman relates the brand with the product, the same was done with video games, soft drinks and many more.
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