![]() ![]() He presented himself on camera and during interviews as a well-spoken, respectful, and politically correct athlete. ![]() You saw his toughness on the court but did not see him fighting with coaches, teammates, or opponents. On the basketball court, he was tenacious yet professional. In the media, Michael Jordan was someone others found humble and desirable. Companies used Jordan’s self-built personal brand to raise awareness of their own brands. It was not only Jordan’s athletic prowess that helped to build his personal brand but also his likeness, relatability, and authenticity. What made Jordan so special? As Jordan’s career flourished, so did his personal brand as a professional athlete. The allure of Jordan helped establish the Gatorade brand nationally and helped to expand its brand globally.Īs a paid endorser, Michael Jordan grew Gatorade’s brand and helped grow the brands of Chevrolet, Ford, McDonald’s, Wheaties, and Nike. As their first athlete endorser, Michael Jordan elevated the Gatorade brand more than anyone else. “I dream I move, I dream I groove, like Mike, if I could be like Mike, oh if I could be like Mike.” Let’s face it, growing up, many of us dreamed to be like Mike. Gatorade’s commercial featuring Michael Jordan from 1992 and its catchy song, “Like Mike,” is now part of pop culture history. ![]()
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