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G.O.A.T
Michael Jordan
Research/Content Creation/Design/UX&UI - Brandon S
The Question
Did the advertising of Michael Jordan contribute to the perception that he is the greatest basketball player of all time?...
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“With Jordan, the player is less of a company endorser and more of a colleague.
Jordan is almost half of Nike."
Sports Illustrated, Michael McCann
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The Base
Blueprint
Nike marketed Jordan to a marginalized group of people, an untapped market that didn't have a voice. Nike saw an opportunity to grow brand loyalty by giving them a hero that represents them.
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Gallery
"It’s more about the consumer’s unconscious
interpretation of what the sports person represents."
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