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In spite of its success, Nike relies very much on famous people’ s support to promote consumer sales. Over the past few years, Nike has made good use of one of the most popular names in sports history: Michael Jordan for Air Jordan basketball shoes and clothing.

In the first two years on the market, Nike sold 2 million pairs of Air Jordan’ s; and sales from the shoes and clothing reached $100 million. Michael Jordan’ s fee $ 2.5 million over five years, a royalty (使用费) on all items sold, and a number of other benefits.

Nike’ s promotion efforts for Air Jordan have been impressive. It decided to hire Michael Jordan after he starred for the gold-medal winning in 1984 U. S. Olympic basketball team. He has since become an exciting popular player in the National Basketball Association. The name Air Jordan came from the shoe’ s ak-sole (充气鞋底) and Michael Jordan’ s name. The original shoe was a high-top black and red model, designed to be both comfortable and fashionable. Magazine and television commercials, for which Nike has invested $ 5 mil lion, have shown Jordan leaping and blocking shots. Enormous billboards (户外广告牌)of him in action also have appeared in major cities. McDonald’ s and coke (可乐) commercials displaying Jordan have enhanced his public image.