Air – Creating the Air Jordan

Air tells the story of Nike’s partnership with Michael Jordan and the creation of the Air Jordan brand. Nike beat their competitors in the race to sign Jordan to an endorsement deal by agreeing to a partnership rather than a standard endorsement deal.

In this scene, Matt Damon (Sonny Vaccaro) explains the idea of creating a brand around a player to Mather Maher (Nike Shoe designer Peter Moore). This business model was revolutionary and has been imitated by numerous companies.

Thanks to John Kruggel for the clip and summary!

Air – The Deal

Air tells the story of Nike’s partnership with Michael Jordan and the creation of the Air Jordan brand. Nike beat their competitors in the race to sign Jordan to an endorsement deal by agreeing to a partnership rather than a standard endorsement deal.

In this clip, Matt Damon (Sonny Vaccaro) negotiates with Viola Davis (Deloris Jordan) over Michael Jordan’s contract. Vaccaro explains that players don’t get to keep a cut of the sales, but Jordan’s mother emphasizes that the Jordan brand will utilize her son’s name, image, and likeness and he deserves to profit from that use.

Thanks to John Kruggel for the clip and summary!

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