Now that I’m older when I think about Michael Jordan its
difficult to think of him as just an athlete.
Now that he’s retired and stepped away from the game I see him as an
icon to a generation. Jordan is more
than just an athlete, he is a brand and his brand is one of the most
recognizable brands in the world. Jordan
is successful in every aspect he associates his name with. He has single handedly made Nike into the
brand that has taken over globally. His
own shoe with Nike called the Air Jordan and other apparels, the Jordan brand have
grossed $2.6 billion for Nike (Johnson & Harrington, 1998). This number has
steadily increased over time with Air Jordan brand being a staple in the shoe and athletic clothing industry.
The Jordan affect is all about the name he brings to the
products. Consumers are buying these
products such as sneakers, clothes and underwear, along with seeing his movies
and buying his video games because of the Jordan name and the persona that
follows. Jordan changed the way
companies market their products associated with athletes. He has opened the doors for current athletes
such as Tiger Woods, Lebron James and Peyton Manning. Athletes are reaping the benefits, in
that companies want to market their product off the star power these athletes
will bring.
Jordan knew that sports are a business and he cashed in on
his talent and marketability. Jordan was
marketable because of his talent but also his demeanor on and off the
court. People want to see the
competitive and passion side of an athlete in the sports atmosphere, but want a
personable and humble individual outside the sports realm. Jordan had all these qualities that helped
him become successful.
I personally don’t think any athlete will ever be in the same
talk as Jordan as the overall athlete.
He is a pioneer in the way athletes are perceived by society and media. I believe
that Jordan is considered one of the best athletes of all time because of the
affect he had not only in basketball but also in the sports world. He is an icon that will always be remembered and
the star that future athletes will look up to and want to emulate as
professionals.
I completely agree with what you have said here Ryan. He is one of the biggest brands globally known. What he has done for Nike, the NBA, and other brands he has associated himself with will never be done by another athlete. Here is my concern with Jordan. Yes, he has done all this branding of himself, and other companies but what is he doing now? I say this because he is probably the greatest basketball player that will ever play the game. I feel like he is all about himself now-a-days. It boggles myself that a player like him does nothing for the sport now. Why doesn't he commentate, analyze, or anything else for the NBA now? With him just being at playoff games, or regular season games for that matter would get so many more people to watch the game again. People still want to see Michael Jordan, but now we only see him advertise products. I want to see him around the game still, just like a lot of other people do.
ReplyDeletePatrick McFall
Ryan
ReplyDeleteI agree with you that Jordan is one of the most globally known brands in the world today. He has done so much for the game on basketball on the court and off. However i also have to agree with what Pat said. I would love to see Jordan broadcast games on tv. Take NFL football for example most former coaches or players such as John Gruden, Troy Aikmen, and Tony Dungy are just some coaches and players that are now broadcasting NFL games on tv. I think that with these guys broadcasting games i think it helps the fans tune into the game. I do think that it would help the game of basketball if Jordan would broadcast games and not just be seen at regular season and playoff games.
Tyler Clifton
I also agree with everything you said related to Jordan as a commodity. As you stated, it is impossible to think of Jordan as simply an athlete, especially this long after his basketball career has ended. Everyone will obviously always remember Jordan for his level of play and his success on the court, but I think Pat made a valid point as well when he said that his play on the court is almost overshadowed by his influence on consumer products. With the clothing lines, sneakers, Hanes contracts, and the various other products that he endorses, it is hard to simply reflect on the fact that he is the greatest and most celebrated player to play the game. I feel like involvement in the game directly through commentary work would bring spotlight back to his basketball accomplishments, which at this point should certainly still be highlighted as he is referenced as the greatest player to play the game.
ReplyDeleteAbove comment is by Marc Horwitz
DeleteRyan,
ReplyDeleteYou mention an excellent point while growing up around the age we did I don't think we truly comprehended what Michael Jordan was doing for the game of basketball, the economic market, and our society. At the time, he was essentially a "triple threat". Every product during the "Jordan" era wanted MJ to be the face of their products. The characteristics he possess at as a human being on and off the court has helped endorse his name itself. Just some food for thought, do you believe any female athlete has, doing or will have the "Jordan Effect"? The only two names that come to mind is Jennie Finch and Danica Patrick. Both female athletes have been sponsors and the face for marketing products. Finch has even developed her own line of softball products including softball equipment and apparel for young female softball players. Danica is known for GoDaddy.com advertising and being the face for the website for several years now. Some debate it could be cause of their physical appearance but both are competitors in their sport as well as carrying themselves in a profesional manner. As far as the "Jordan Effect", I do not believe any athlete male or female will ever come close to having the impact Jordan has made on society overall.
-Chelsea VanAssche