Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Nike Built a Brand on Athlete Stories
In this episode of Building Brands with Fexingo, Lucas and Luna explore how Nike transformed from a shoe distributor into one of the world's most iconic brands by centering its identity on athlete stories rather than product features. They trace the 1984 decision to sign Michael Jordan—when the company was struggling and its stock had fallen sharply—and unpack how the Air Jordan line redefined athlete endorsements, creating a template for emotional branding. Lucas highlights a key 1985 marketing meeting where executives debated giving Jordan his own shoe versus featuring him in generic…
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