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- W2890768314 abstract "In a contemporary Western culture excessively saturated with media images ofcelebrity, no American athlete, perhaps no American has been more incessantlypromoted than Michael Jordan. Jordan’s seeming ubiquitous global fame is inpart built upon a dual career as a distinguished basketball player and as acelebrity endorser. Yet, in many ways Jordan’s reach goes beyond his individualstatus as he serves as the prototypical sport celebrity, whose US and globalmarketing conquests have provoked debate, admiration and emulation. Besidesleading the Chicago Bulls to six National Basketball Association (NBA) championships and earning five league Most Valuable Player trophies, Jordan has alsopitched such diverse products as Nike sneakers, Hanes underwear, MCI longdistance telephone service, Ball Park Franks hotdogs, Bijan cologne,McDonald’s hamburgers and Rayovac batteries. This visibility as an athleteendorser has translated into considerable capital accumulation. In 1998, Jordanreportedly earned $45 million in endorsements ($16 million of it from Nike), asum far greater than the $34 million salary he earned that same year for playingbasketball (Einstein, 1999). In his over 15-year relationship with Nike, Jordanrelated product sales have reportedly surpassed the $3 billion mark. His SpaceJam movie is said to have garnered more than a half-billion dollars in box officeand video sales. And one year after signing Jordan in 1991 and encouragingconsumers to “be like Mike,” Gatorade’s annual revenues climbed from $681million to over $1 billion. Gatorade’s 1998 revenues were approximately $1.5billion, giving the company an 80 percent share of the sports nutritional-drinkmarket (Armstrong, 1999)." @default.
- W2890768314 created "2018-09-27" @default.
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- W2890768314 date "2002-09-11" @default.
- W2890768314 modified "2023-09-26" @default.
- W2890768314 title "Michael Jordan: corporate sport and postmodern celebrityhood" @default.
- W2890768314 doi "https://doi.org/10.4324/9780203463543-5" @default.
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