Fan culture is a phenomenon that has been in existence for as long as people can remember. Every celebrity, from whatever field you can name has their own fandom, who cheer and support them through their good and bad times. But that’s not all that fans do. If they see their idol wearing a particular brand or using a specific product, they want to have it too. Which has led companies to come up with a strategy for product endorsements.
Hiring a famous personality to vouch for a product can increase sales by a significant percentage. Because if your favorite idol says that the product is good, people generally tend to trust them. Over time, celebrities got more involved with companies and started launching their own brands under their own name.
And of course, the product sale skyrocketed. So it probably won’t be surprising to know that NBA legend Michael Jordan’s just one product made a sale of hundreds of millions of dollars.
Michael Jordan made hundreds of millions by launching this cologne
After establishing himself as a legend in basketball, the six-time NBA champion took part in several product endorsements. His Airness had marketing deals with brands such as Gatorade, McDonald’s, and Nike. In the 90s, Jordan ventured further into the business world and launched a cologne line in his name. While the initial feedback for the cologne was underwhelming, it did not deter Jordan from launching more variants. During an interview with Rosie O’Donnell, they talked about Jordan’s new cologne line and the product’s sales revenue.
“Now you have a new cologne that’s coming out this month in November, uh…Jordan the first one, unbelievably successful, yes?” asked O’Donnell
“Yes, 230 million, does that surprise you?” Jordan asked O’Donnell as she seemed astonished after hearing the staggering number.
“That’s unreal. I didn’t know that that’s how much people spend on cologne in general,” replied O’Donnell.
Meanwhile, Jordan said that the new product was ‘more him’. Whereas, the previous variant did not represent Jordan properly as he wasn’t that involved with the development. He further added that the new fragrance, ‘Jordan’ by Michael Jordan conveyed that Jordan had put his own efforts and inputs into the product.
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As the host tried the cologne on the sets, Jordan pulled his marketing strategy and complimented O’Donnell that she smelled good. Well, no good businessman would pass on any opportunity to publicize their product. And looking back at his past business ventures, fans can definitely agree that Jordan is indeed a good businessman.
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