LYCOS RETRIEVER 
Michael Jordan: Basketball
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Michael Jordan is the greatest athlete to have ever picked up a basketball. Yet, there are many Boston fans who claim that Larry Bird is a better athlete than Jordan. Who's right? Here's an opinion.
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Nike and Michael Jordan are ... intricately connected. As noted, Nike signed the relatively untested young basketball player to a contract in 1984 and evolved one of the most successful marketing campaigns in history. There have been over 15 annual editions of Nike's Air Jordan shoes and Jordan has helped make Nike's corporate logo and Swoosh sign one of the most familiar icons of corporate culture, as well known as McDonald's Golden Arches and the Coca-Cola bottle. From the beginning, Nike deployed the spectacle of Michael Jordan and itself produced ads that celebrated its products in a commodity spectacle. With the shift back to Weiden & Kennedy advertising agency in 1987, Nike devised some of the most spectacular advertising campaigns in history, with many featuring Michael Jordan (see the analysis by Goldman and Papson 1999).
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Basketball might have been in his genes, but Michael Jordan had to work hard to develop to his full potential. Being cut from the varsity basketball team in his first year at high school might have drove him to become the best basketball player in world history.
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In addition to being considered the best basketball player ever, Michael Jordan was ... probably the most universally admired and respected. His were the feet that propelled the big-money business of signature shoe endorsements, and his face in an ad could sell anything. He’s been retired as a player for four years, but he still earns more than $30 million in endorsement revenues.
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Michael Jordan later joined the Washington Wizards as President of Basketball Operations and part owner in January 2000. But his attempts to turnaround the Washington Wizards from the sidelines were a failure. A situation that was alien and completely unacceptable to man compels him to do things that were perceived as unachievable.
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His last name is Jordan and his father’s first name is Michael, which means that when Jeff Jordan takes the court as a freshman with the University of Illinois basketball team, all eyes will be on him. But no matter what the expectations of the fans and media are, Michael Jordan doesn’t want his eldest child to be like Mike. Being like Jeff is all he asks.
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