Last month, the sports world celebrated the 50th birthday of one of the most influential athletes of all time, Michael Jordan. To this day, Michael Jordan can be still be considered one of the most (if not the most) known athletes across the globe. A man who during his career changed the way we view sports in society. On his way to accomplish such a feat, Michael broke multiple records, but more importantly broke down racial barriers outside the sport world. Michael Jordan came into the league in the late 1980's. A time where black NBA players were already quite prevalent. The NBA had produced popular black stars such as Magic Johnson and Julius Erving that set a stage for up and coming black athletes such as Jordan. Yes, Jordan became a young Star player quickly with his breathtaking displays of skill and the love for the game, but Michael Jordan also did what no black athlete had done before him. Michael Jordan connected the black culture of America with the dominantly white American business world. his ventures proved to be extremely successful as well, which launched his name all around the world. Michael Jordan truly became a modern black hero. an American athlete and businessman, redefining the public view on race, athletes and success. Michael Jordan was what the business world was waiting for.
Today, NBA superstars regularly have multiple endorsements, signature shoes and other appeal to the public. With their name and face on advertisements even in a foreign language, sports marketing are now essential in a superstar's package. Jordan was the man who opened the doors to sports marketing in big business. Michael was a business man at heart and took great concernment and interest into all of his beginning sponsor deals, and that was a different approach when he first entered the spotlight, especially for a black athlete. In Jordan’s time, it wasn't rare that a sports star would land a sponsor, but athletes then wouldn't have much say in the business affairs. In an article in CNN money, according to Roy Johnson, Jordan “was not another passive jock waiting for free shoes and a check." No, Jordan displayed his interest quite openly in public, and he being a black star athlete brought more attention. Michael pioneered his unique image of himself and black culture into his business ideas. To me he was responsible for bringing race and culture into sports appeal and sports business. Jordan became “corporate America’s most valuable endorser ever.”(Johnson). Past and present, the image of a company reflects the type of consumers is attracted to their products. Jordan became the embodiment of Nike’s image. “Jordan’s impact on Nike’s overall image- and thus how consumers feel about the stuff they produce- is almost incalculable” (Johnson). Following the trend, new marketing strategies appeared to target certain types of ethnic groups. Now, Nike with Jordan, the company became a leader in sports apparel worldwide with a black superstar as an image of success. To me, his success in advertising was an encouraging portrayal to black and other minorities alike, reinvented what the American dream could mean for them. As Pat Walters states, Michael Jordan was, “the black American hero that the nation need to unify its divided population.”(Walters)
Johnson, Roy. “The Jordan Effect-The World’s Greatest basketball player is also one of its great brands. What is his impact on the economy?”.CNNmoney. June 22, 1998.
Walters, Pat. “Michael Jordan: The New American Hero”. Web.< http://xroads.virginia.edu/~class/am483_97/projects/walters/jordan.html
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