Who is one person who has shaped public opinion by shaping consumer attitudes toward various goods and services?
Michael Jordan's association with Nike was recognized as being the "greatest sports marketing innovation of the last fifty years" in a poll released bu Synergy.com in January, 2011. His immediately recognizable name has helped Nike grow from being a small part of a large market into a dominant force in the industry.
In 1984, Nike took a risk and used its entire advertising budget for the year to sign a contract with Jordan, who was a rookie with the Chicago Bulls at that time. The company had no way of knowing how his career would develop; Nike was known at that time more for running shoes; there was not a specialized and defined market niche specifically for basketball shoes. The iconic image of Jordan's dunk changed all of that.