Branding in Sports - The Jordans

Michael Jordan is considered one of the most iconic athletes of the 20th century, and by some the best basketball player ever.  He's also credited by some, along with the University of Michigan's 'Fab 5' with popularizing the bald heads and baggy shorts that dominate basktball today.  Well, not the shaved head look so much anymore, but the shorts yes.  Part of his fame is due to his place as the player who was chosen by Nike in the late 1980's to be the cornerstone of their shoe marketing dynasty.  Which at last count, has gone pretty well for them.
Jordan recognizes how fortunate he was to be Nike's 'guy,' and is very loyal to the brand.  Sometimes to ridiculous extents.

Like how he refuses to be seen wearing any other sporting goods company's logo.

At the 1992 Olympics, the players on the 'Dream Team' considered the most talented basketball squad in history, all decided they didn't want to flash the Reebok logos on the tracksuits they had to wear for the medal ceremony, as none of them were sponsored by the Vector.  The silent campagin was led by Jordan, who went to the extent of draping the American flag over his shoulder, which he admits he did purposefuly to cover the Reebok logo.  And created a pretty good photo opportunity, though that's not the point.

(Photo Sources:
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Jordan still balks at being seen wearing other companies logos, though he's been retired for several years.  Which leads to interesting photos of him when working out with his NBA team, the Charlotte Bobcats, (Jordan has owenership shares of the team, which is based in his home state, North Carolina, and Adidas has a contract to make all NBA jerseys, practice clothes, and so on.)

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Or when in Chicago appearing in support of local sports teams.
Normal Edition:

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'Jordaned' Edition:












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(Note 'missing' Reebok logo.  Yes, the Blackhawks knew he'd refuse to wear it with the logo, so took it off for him)

The loyalty to the Swoosh has been passed down to his sons, at least one of whom has showed that he'll take the family brand to an even more ridiculous level.  Like costing his university a multi-million dollar sponsorship with Adidas when he refused to wear their shoes.  Even though when he accepted a scholarship to the school, he knew it was an Adidas school.  And desptie being willing to wear Adidas ankle braces and other equipment.  After Adidas dumped them, the school did get picked up by Nike, but that's not really the point here.  Even Jeff and Marcus' high school teammates had to get with the program.

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