Phil Knight
How a track coach and an accounting student built Nike from the trunk of a car into the most valuable sports brand on earth.
Phil Knight needed a star athlete to make Nike matter. In 1984, rookie Michael Jordan got $2.5 million. Nike was third behind Converse and Adidas. A rookie wasn't obvious. Knight understood the endorsement could become the brand. Michael Jordan wore Nike on court. Kids wanted to wear what he wore. Air Jordan generated $126 million in year one. The endorsement became bigger than the athlete. Kids bought Jordans for the celebrity, not the shoes. Celebrity drove purchasing. Endorsements are part of sports marketing.
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