Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Arts and Humanities
Who Says Man Wasn't Meant To Fly: History Of Air Jordan Advertising, Portrayal And Race From 1984-2003, David C. Rehder
Who Says Man Wasn't Meant To Fly: History Of Air Jordan Advertising, Portrayal And Race From 1984-2003, David C. Rehder
Electronic Theses and Dissertations
WHO SAYS MAN WASN’T MEANT TO FLY:
HISTORY OF AIR JORDAN ADVERTSING, PORTRAYAL AND RACE FROM 1984-2003
by
DAVID C. REHDER
Under the Direction of Craig H. Roell
ABSTRACT
Michael Jordan became one of the most influential figures in history through his success in basketball and from his endorsements. The most significant of those endorsements was his partnership with Nike in the formation of the Air Jordan brand. During the height of his prominence and success, the United States was going through an era of racial tensions and violence. The friction allowed for the rise of many outspoken African-American figures. …