1. Nike's Leadership and Brand Image
One Nike executive went on record to say that "Michael Jordan holds us to our values", Nike desires to enhance people's lives through sports and fitness (Katz 1994, 25). ... Several athletes who were sponsored by Nike, specifically Jordan, Barkley, Robinson, Stockton, Pippen, and Mullin refused to wear the official Olympic jackets during the awards ceremony because the Reebok emblem was visible (Katz 1994, 16). ...
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