How Michael Jordan impacted the marketing world
Sat, 16 Feb 2013|
CSN takes a look back on Michael Jordan's commercials and how he changed the face of marketing in the sports industry - 2/16
As Michael Jordan exploded in his super stardom in the 1980s we also saw the worlds of sports and fashion. Collide like never before. Suzanne Collins tells us whether it was the 23 Jersey or those famous air jordans. Everybody had to have. We without question there is no bigger celebrity pitch man -- air Jordan. He superstar with the looks charm appeal. The ingredients of a bonus side I turn. The year was 1985. The sports apparel company from Oregon was already having worldwide success that -- swoosh design. Then came the idea to market a new basketball Q inspired by the NBA's very hot. He will be here for Nike incorporated Michael Jordan was the right man at the right time I was as a. Fans were you not covering him on a daily basis but he doesn't -- and you can see that he really transcend the physical athlete. Depends you know that was kind of the for photos of marketing and athletes and then -- -- -- -- of the. With his rising star in the sport and it inundated in -- of TV spots by moving director Spike Lee. Nike revenue is working through the roof and so with that Jordan phenomenon. With my involvement in and used do with ninety's it would try to reduce the game of basketball. Globally in and in the engaged and -- -- much broader sense with the Olympics -- whatever but. Each time that I go back to you practicing the process. The progress. Within the you know the game of basketball and in the way they understand the game and how they try to implement that in the skills and into the in the foot where -- with a -- aspect of things. Other big advertisers also capitalized in the Jordan if he ate fast food empire -- or beer. Passengers Cougars pick the quintessential cereal for athletes. -- every two weeks. Even in -- It's -- good hands yeah. And a certain energy drink. -- -- -- for years but saw -- -- dramatically increase the consumers taking a cue from the commercials simple message. Advertisers could kind of work with him to bring out almost six million in his personality. Communion in his brand. And he could adapt just as easily to help sell McDonald's in a fun -- full well that way. As he could Gatorade and you really think about it those are really two competing products Gatorade is. You know more more health driven in and that's the optimizing performance in McDonald's is a traditional fast food but he was just as comfortable not only his own shoes. There but also in his own in the eyes of the fires which would follow and they they trusted him as well which are key things. In 199319. Jordan struck gold again with an ad premiered during the Super Bowl. It was his animated partners that -- proven big attention. And yeah. The partnership with Bugs Bunny with the prelude to more huge success for Jordan's. This time at the box office and the movie space jam in 1996. I think it would just. How old. Down to earth received and just how he I was able also laugh at yourself when you really you know have the ability to kind of pull -- so please have an engaging smile and personality. And guys really think there's. He he would do was have -- just otherworldly athletic skills have been just had a really really kind of down to earth. Style on camera I thought of those two things blended perfectly to make them as marketable as he was. The Jordan sensation has touched off a whole new generation of sports advertising over the last 25 years from eight tighter on the golf course to the hardwood with endorsement -- named LeBron and Kobe. And with the rival indeed is do you roses having the same effect passes schools predecessor. So it's dangerous that first road toward a little more to do those things that you but he got -- thinking the exact same mold we're returns. Don't try to be businessman like he wants I don't think there'll ever be -- stars aligned opportunity. What you saw with Michael Jordan. Michael Jordan was The Beatles. Sports marketing in a sense that he was the first. And everyone else that followed ultimately is almost an impersonator. To him in what he represented. Because there was a newness there was an arm to him. It's all.