Comparison Of Nike And Michael Jordan

I. Introduction Marketing is an integral part of business management. Businesses are constantly trying to find ways to promote their products, and athletic wear titan Nike is a testament to the fruit that marketing can bear. To increase and improve its image, Nike signed Michael Jordan in 1984. The Jordan brand sold $130M in its debut year. In 1988, their "Just Do It" Campaign increased sales by 42% in 1989. (Johnson, 1998) From celebrity endorsements, to posters, to commercials, Nike took marketing seriously, and by seriously, it means they invested a good amount of money. Their success today can all be attributed to the promotional steps they took in the 80's.
There is no doubt that marketing is what drives businesses forward. Thirteen years