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Abstract
To most Americans, Michael Jordan is a household name. Jordan first became widely known at the start of his collegiate basketball career at the University of North Carolina in the 1980s. He signed a deal with the Nike shoe company that would eventually change the course of his life and the course of sneaker culture around the world. A new up-and-coming star in the league, Nike took a chance, and it paid off for both parties. The first pair of “Air Jordans” was released to the public on April 1, 1985. Jordan is not alone; however, in commodifying his image. African American culture overall has mastered what it means to be a part of the marketplace.
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