The hero of the new movie “Air,” released this week in the United States, is Sonny Vaccaro, a Nike employee who saw in a young Michael Jordan what “no one else had seen” and convinced the shoe brand to forge a revolutionary partnership.
“I saw something that maybe nobody else saw… and I bet my job that he would be the person,” says Vaccaro, now 83, whose position at Nike was, at the time, under threat.
In 1996, Vaccaro, who is played by actor Matt Damon in “Air,” signed Kobe Bryant to Adidas, his employer at the time. He also came close to recruiting LeBron James to the brand in 2003.Michael Jordan’s arrival at Nike transformed the sports industry, revolutionizing both marketing and mass consumption, with billions of dollars at stake.
Until then, promotional campaigns were limited to full-page magazine ads and a few radio shows, recalls Vaccaro, who sees the marketing push promoting Jordan as groundbreaking.
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