Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Nike Built a Brand on Athlete Endorsement Before Anyone Else
In this episode of Building Brands with Fexingo, Lucas and Luna explore how Nike turned athlete endorsements into a core brand strategy long before rivals caught on. Starting with the 1984 Michael Jordan deal — a then-risky $500,000 per year contract that seemed absurd for a rookie — they trace Nike's evolution from a running-shoe company into a cultural powerhouse. Lucas breaks down the specific terms of Jordan's contract, including the famous 'Air Jordan' royalty clause that netted Jordan an estimated $250 million by 2000, and explains why Nike's bet on individual…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.