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Jordan is one of the most marketed sports figures in history. He has been a major spokesman for such brands as air jordan shoes , Coca-Cola, Chevrolet, Gatorade, McDonald's, Ball Park Franks, Rayovac, Wheaties, Hanes, and MCI. Air Jordan shoes has had a long relationship with Gatorade, appearing in over 20 commercials for the company since 1991, including the "Like Mike" commercials in which a song was sung by children wishing to be like to buy Jordan shoes.
Nike created a signature shoes for him, called the Air Jordan Shoes. One of Jordan's more popular commercials for the jordan shoe involved Spike Lee playing the part of Mars Blackmon. In the commercials Lee, as Blackmon, attempted to find the source of Jordan's abilities and became convinced that "it's gotta be the shoes". The hype and demand for the shoes even brought on a spate of "shoe-jackings" where people were robbed of their sneakers at gunpoint. Subsequently Nike spun off the Jordan line into its own division named the "Jordan Brand". The company features an impressive list of athletes and celebrities as endorsers. The brand has also sponsored college sports programs such as those of North Carolina, Cincinnati, Cal, St. John's, Georgetown, and North Carolina A&T. Jordan's yearly income from the endorsements is estimated to be over forty million dollars. In addition, when Jordan's power at the ticket gates was at its highest point the Bulls regularly sold out every game they played in, whether home or away. Due to this, Jordan set records in player salary by signing annual contracts worth in excess of $30 million US dollars per season.
Most of Jordan's endorsement deals, including the first deal with jordan shoes , were engineered by his agent, David Falk. Jordan has said of Falk that "he's the best at what he does", and that "marketing-wise, he's great. He's the one who came up with the concept of 'Air Jordan.' An academic study found that Jordan’s first NBA comeback resulted in an increase in the market capitalization of his client firms of more than $1 billion. www.hijordans.com