The leading attribute will be the one that creates a perceptual label within a person’s mind and drags his attentions on encountering the particular personal brand. The leading attribute behind the Brand Jordan was ‘the greatest basketball player of all time’.
One of the candidates suggested for the Brand Jordan with so much popularity was the eminent soccer player David Beckham. He started his career from becoming a winning soccer player at the age of 14 and later was known for his youth empowerment and training programs. Brand Jordan considered Beckham to sustain the reputation of the brand as his career portrayed numerous achievements, like having a free-kick technique named after him, which could drag the attention of customers. Besides he has been at his best with the Manchester United. Signing with Beckham would be a good start for entering the world of soccer. However, he was in his mid thirties and would be approaching the end of his career soon.
Jamie Foxx was at his all time high popularity in 2006. He was an American Academy Award winning actor and a Grammy Award nominated singer and comedian. His noticeable personal attributes were attractive, athletic African-American, and good fit for the lifestyle products. However, Larry Miller, president of Brand Jordan had a second thought whether signing Foxx in a low-profile endorsement would be profitable or would detract from the brand.
Another candidate for the team was a professional golfer from Hawaii, Michelle Wie, a 6-feet woman successfully driving back majority of professional women golfers. Wie had a seemingly limitless potential while commonly comparing with the Tiger Woods and Sorenstam. Wie has been eminent in her career and was an incredible athlete, but that was not all enough to decide that whether golf was the right starting point for the Brand Jordan to reach out to women.