Michael Jordan Research Paper

In Michael Jordan and the New Global Capitalism, Walter LaFeber emphasizes the contribution Michael Jordan and Nike had in building the new modern era. Together, they sprouted a variety of new industries and forever changed the game in marketing. With the use of star athletes, Phil Knight, the founder of Nike, became known as a brilliant innovator. He was driven to remove his competitors, Adidas and Reebok, and become the top selling shoe industry in the world. He acquired techniques that gave him the advantage, such as endorsing the most popular athletes and creating memorable advertisements. Phil Knight can be considered the 20th century’s version of John D. Rockefeller due to his similar ambitious nature, competitive edge, and the significant

impact he had on America’s economy.
When Phil Knight first founded Nike in the 1960s, he never expected it to have played such a prominent role in the modern era.

Before creating his shoe company, Adidas, Puma, and Reebok were the ideal athletic footwear; however, Phil had developed an idea of his own. For instance, Lafeber stated that “Phil Knight believed he could change American styles by using the Japanese to defeat the Germans,” (59). Phil believed importing shoes from Japan would be cheaper while still receiving good quality athletic footwear. After experimenting his idea, he ended up selling about a thousand pairs of shoes (Lafeber, 59).
Phil Knight was no ordinary man. He avoided following traditional techniques and sprouted new ideas that would ater allow him to dominate the shoe industry. For example, Lafeber points out that Knight viewed himself as a rebel due to his usage of new marketing techniques and being untraditional (60). John D. Rockefeller was also known for “thinking outside the box.” Though considered a foolish idea, he created his success from taking waste and managed to make it beneficial for society. Like Rockefeller, Phil Knight also avoided traditional roots and established a successful

company.
During his career in the NBA, Michael Jordan became a global phenomenon. He was idolized by children, women, and men. He set numerous records and became a role model for many, making him an excellent candidate to sponsor. Phil Knight recognized Jordan’s potential, believing him to be a champion. Nike admired the athletes who had promise, not based on their background or appearance (Lafeber, 61). They saw how popular Jordan could become and the impact he would have on the world. As Jordan became successful, Nike’s profits skyrocketed as well, becoming a $9 billion company with about half its sales overseas (Lafeber, 55). He became the most well-known and richest player in the NBA.
Phil Knight was intelligent and strategic when choosing which athlete to endorse his products.

He wanted to pick a face that would promote his shoe by their overall persona. He would not pick someone who would give his brand a bad reputation. He strictly focused on what was in his best interest. Similarly, Rockefeller was also proud of his industry. He was very generous with his wealth. He was known for his extraordinary donations, such as his foundations for promoting education and medical research. His generosity gave him and his industry a memorable name, making him very popular in society. Both businessmen were smart in the way they presented themselves, making them influential in the

world.
When looking to dominate the market, Phil Knight knew he had to be better than his competitors. In doing so, he tried new marketing techniques. Lafeber states, “To overwhelm Adidas and Reebok, Phil Knight thought he needed more imaginative advertisement (61). His competitors were known for advertising; however, Knight wanted to appeal to a more diversified audience. Knight used the televised commercials to appeal to the audiences’ emotions. He also created shoes for women, creating more consumers. He appealed to a variety of people nationally as well as universally, outdoing his two big competitors. Likewise, Rockefeller was known for beating his competitors. By taking advantage of his connections with the railroad companies, he collaborated with other competitors and successfully drove out most of his rival firms, allowing him to dominate the oil industry. Though Knight was skillful in using new marketing techniques to outdo rivals, Rockefeller was more effective in removing competitors due to his success of owning 90 percent of the nation’s oil.
Nike is popular for its athletic wear and equipment. Known for its stellar athletes and advertisements, Nike generally received positive feedback. It was rare that they received negative attention. Acknowledging the potential income he could save by working with global markets, Knight took advantage of cheap foreign labor and based manufacturing in foreign countries. After the media received news of the poor wages and mistreatment Nike’s employees received, Nike’s image began to take a toll (Lafeber, 103). Another victim of the media’s exploitation of their employee’s treatment was John D. Rockefeller. Critics accused his labor practices as unfair, believing he paid his workers less than what they deserved. During the Gilded Age, there was no work regulations, and labor unions were a dilemma most industries faced. Rockefeller, however, faced worse predicaments than Phil Knight in regards to their employees.
A variety of industries have developed due to the marketing techniques popularized by Nike. Phil Knight boosted America’s economy by his promotion deals and athletic endorsements. He helped make excellent athletes become well-known throughout the world. He can be considered the modern day version of John D. Rockefeller due to his capabilities as a businessman. By their similar ambitious nature, drive to remove competitors, and significant impact they left on society, they both successfully dominated in their industries and will be admired for their accomplishments.