Describes marketing scheme of Nike and Michael Jordan

Table of Contents Page NumberTopic 2Introduction/Brief History of Nike 3Signing First Endorsers 5Michael Jordan 6The Jordan Empire 7The Jordan Brand 10Conclusion Introduction Former University of Oregon track coach and co-founder of Nike Bill Bowerman once said: "If you have a body, you are an athlete!" (NikeBiz) This way of thinking is how Nike conducts every aspect of their business. Every person is a potential athlete or "consumer". This is a common term when used …

…the Swoosh." Sports Illustrated. 16 August, 1993: 53-73. Armstrong, Gary and Kotler, Phillip. Principles of Marketing: Ninth Edition. Upper Saddle, NJ: Prentice Hall, 2000. ONLINE SOURCES: NikeBiz. "History" (27 November, 2001) http://www.nikebiz.com/story/hist_our.shtml NikeBiz "Our Chronology" (2001) http://www.nikebiz.com/story/chrono.shtml NikeBiz "Shoe Evolution" (2001) http://www.nikebiz.com/story/pr_tech.shtml NikeBiz "Marketing Innovations" (2001) www.nikebiz.com/media/markinnov.shtml NikeBiz "Beyond Shoes" (2001) http://www.nikebiz.com/story/pr_beyond.shtml