With his announced retirement last week, Michael Jordan may get a lesser role promoting basketball shoes while Nike expands his visibility with other products and as a corporate spokesperson, according to Nike director of advertising Scott Bedbury.
‘Michael is capable of selling more than athletic shoes and beverages,’ Bedbury said. ‘The overall brand has greater potential than athletic shoes.’ Some observers said Jordan isn’t likely to be effective in other categories, like golf. But others say his retirement begs a number of interesting new scenarios for Nike and others.
‘I can just picture Michael in a pair of Nike hiking boots looking up a mountain and saying, ‘I thought I was at the top,’ ‘ said Jennifer Groves, footwear analyst with Black & Co., Portland, Ore.
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