It's not a movie about the greatest basketball player of all time, it's a movie about the most lucrative partnership deal between an athlete and a sportswear brand ever.
'Air' tells the story of how Nike signed rookie Michael Jordan in 1984 before he ever stepped foot on an NBA court."That was a deal that really changed the game, changed the industry," said Kelli O'Keeffe, Managing Director, Sports Advisory, Teneo Ireland.The athlete made $90 million during his basketball career, but according to Forbes, the partnership with Nike made him the first sports person to become a billionaire.
The firm said it could take a $500 million hit to profits this year if it decides to scrap its remaining stock of Yeezy sneakers which were designed by West."They must be true to their values," she said. "And it works both ways. If a brand was to do something that brought an ambassador into trouble then they need protection to cut ties as well."Two cans of Pepsi cost little, but for Brazilian soccer star Ronaldinho, they cost him a lot.
"There's clear data and evidence from our research that this is an effective vehicle for brand businesses," Mr Trainor said. He also said that boxer, Katie Taylor, always pops up as someone that brands want to align themselves with.
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