Hot Property Got to Be the Shoes - NIKE He rises into the air with his legs flared and a basketball held high. It's hard to forget the slam- dunk image of Michael Jordan - especially when it's associated with millions of athletic shoes. Nike, the company behind the shoes, first took flight by importing Japanese athletic shoes in 1962. Since then the company, founded by college track coach Bill Bowerman and his track student Bill Knight, has become its own instantly recognizable brand. Nike's effort to expand its appeal across different sports and different cultures has pushed its revenue pas the $10 billion mark. From the beginning Nike focuses on creating innovative, high-tech products that would appeal to rising stars and sports enthusiasts. In 1985, Nike signed talented rookie Michael Jordan to an endorsement deal. Jordan was a marketing force that could carry Nike beyond the inner circle of athletics. Michael Jordan demonstrated an exciting new style that inspired athletes, nonathletes, and fans. When people bought Air Jordan Court Shoes for under $200, they bought a connection to a champion's winning image and spirit. Sales surged. Nike has worked to repeat this connection and the finacial pay-off worldwide by carefully assembling a variety of diverse stars to represent their products. In 2000, Nike watched golf sales soar after Tiger Woods endorsed the Nike Tour Accuracy Golf Ball. In countries where soccer reigns supreme, Nike sought endorsements from high-profile clubs like Manchester United and the Korean World Cup team. In 2003, the company's efforts to diversify its appeal paid off, with international sales exceeding U.S. sales for the first time. 1. Why does Nike seek athletes to help market the company's products? 2. What do you think attracts buyers most about Air Jordans - the performance of the shoe or the image of Michael Jordan?