Monday
Aug032009

Marketers Make The Most Of Michael (Jordan)

August 3, 2009: If you think you've been seeing a lot of Michael Jordan in marketing, you have, and most of it is not related to his position as head of basketball operations at the NBA's Charlotte Bobcats outpost. Jordan, considered the greatest pro basketball player of all-time, is being inducted into two Halls of Fame over the coming months: this month in the U.S. Olympic Hall of Fame presented by Allstate as a member of the 1992 gold winning men's basketball "Dream Team," and in September in the Naismith Memorial Basketball Hall of Fame.

Among the companies who are running campaigns with Jordan are Gatorade, which has just released a limited-edition SKU honoring Jordan's career, which is being supported by TV, print and online; and Hanes, which is running its campaign in which Jordan interacts with actor Charlie Sheen. Jordan also has thrown his support behind Chicago's bid to host the 2016 Olympics, including PSA TV, print and online.

Now, Jordan Brand, the division of Nike that focuses on Jordan shoes and those from Team Jordan, is putting about $250,000 into an exhibit at the Naismith Hall of Fame that includes about 6,000 square feet of artifacts covers Jordan's career from college at North Carolina, the Olympics and the NBA. The exhibit includes shoes, jerseys, basketballs, championship rings, a four-minute highlight movie and even baseball memorabilia from his short-lived pro baseball career.

Jordan will be honored at the Naismith Hall of Fame on Sept. 11 along with a class that includes David Robinson, John Stockton, Jerry Sloan and C. Vivian Stringer. It also marks the 50th anniversary of the opening of the first Hall of Fame in Springfield, Mass. Jordan's induction into the U.S. Olympic Hall of Fame comes Aug. 12 in Chicago. Other Dream Team members include Earvin "Magic" Johnson, Larry Bird. Patrick Ewing, Charles Barkley, Clyde Drexler, Scottie Pippen, Karl Malone, Christian Laettner, Robinson, Stockton and head coach Chuck Daly.

"I would never have envisioned myself at any point being in any Hall of Fame," Jordan said when told he was part of the Naismith Hall of Fame class of 2009.

Jordan, Bird, Magic, Sir Charles Earn Olympic Hall Of Fame Status

Jordan Supports Chicago 2016 Bid With PSAs

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