The tennis world will forever remember Arthur Ashe, who cemented his legacy as one of the first people of color to taste success in professional tennis. Ashe won 3 Grand Slam titles during a stellar career and as a result, became a legend. In fact, his impact on tennis and influence on future generations of tennis players was so huge that his name became synonymous with the US Open over time. However, Ashe’s influence went well beyond tennis.

In the 2022 movie ‘AIR’, his influence outside tennis is showcased poignantly. It’s safe to say that had it not been for Arthur, the world probably wouldn’t have known about NBA legend Michael Jordan and his association with sportswear giant Nike.

It was an Arthur Ashe commercial that inspired Nike’s everlasting deal with Michael Jordan

The legend of Michael Jordan and the hype surrounding him makes it hard to believe that there was a time when he was a rookie. At the time, Nike was a mere fraction of the global name that it is today, known mainly for its track shoes. However, it was Arthur Ashe’s inspiration that brought the two together in what would go on to become an association for the ages.

The movie ‘AIR’ shows Arthur Ashe’s iconic commercial following his 1975 Wimbledon triumph. In the commercial, Ashe says, “This is the racket I won Wimbledon with, and you could’ve bought it”. Next, Ashe goes on to elaborate on the specifics of his Wimbledon-winning racket. “You see the Ashe Comp 2 Racket I use comes right off the production line”. Additionally, Ashe says, “And I don’t customize my racket because the Ashe Comp 2 is just the way I want it just the way it is.”

Luckily, sports marketing executive Sonny Vaccaro saw Ashe’s 30-second commercial.

Read More: The “Why Me?” Story By Arthur Ashe

It didn’t take long for him to come up with a grand idea; one that would propel Michael Jordan to unparalleled heights in sports marketing folklore.

How Vaccaro’s idea shaped Michael Jordan, and sports marketing as we know it today

Arthur Ashe’s commercial inspired Vaccaro, and it wasn’t surprising. After all, it was the athlete who took centerstage instead of the advertised product. Vaccaro wasted no time in facilitating a deal between Nike and Michael Jordan, which was worth $2.5 million. The results of the ground-breaking deal are there for all to see, even in 2023.

Jordan is still signed to Nike, and his signature Air Jordan line sells like hotcakes. Today, Jordan himself is worth a whopping $2.1 billion. His deal with Nike, undoubtedly, has had a major role to play in making his net worth as astronomical as it is today.

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