Basketball

Air Jordan Rise Above

Michael Jordan, one of the greatest athletes to have lived, has produced one of the worlds largest advertising logos in history. It has become an iconic symbol in sports for many years. When Jordan came into the NBA, he signed a shoe contract, which later became known as Air Jordan. Back in the late 80′s and early 90′s, Nike gave the whole sneaker game a lesson in the importance of marketing. As if it wasn’t enough that Michael Jordan was well on his way to becoming the greatest basketball player ever, his sneakers were becoming legendary in their own right. Besides Mike’s on-court success and the fact that the Air Jordan line of sneakers was on another level of style, design, and brilliance from anything else on the market. There was some marketing genius at work creating a mystique around Michael and his kicks in a way that had never been executed so brilliantly within the realm of athlete endorsements.

The visual of the Jordan logo came from Nike, Inc. and Jordan himself. The creator’s attitude towards the Jordan logo, and Nike was to attract the youth and how it resembles power and most importantly, how it strides for success in a unique way. Jordan, and Nike have been partners for years, and in most years they have used words for example “rise above”, and “Let your game speak for itself’. Both of these lines are perfect for the Jump-man logo. When asked, about “rise above” and how it can resemble the logo, most people look at it as striving to be the best that you can. The logo of him jumping with the ball in his hand preparing to dunk the ball would resemble him taking flight over his competition and knowing he can’t be stopped. There are various types of media that is used to communicate words and images with Jordan. For many years the Nike, Inc. has used print ads and Billboards featuring strong visual athletes, such as Michael Jordan leaping for the basket, or unknown ordinary people jogging. Many people also talked a lot...