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Prior to 1984 Nike had totally no credit within the basketball world, in reality it faced jeopardy from the fast paced sportswear market place in general. They fundamentally needed a way in which to reinvent themselves as a way to appeal towards the market place when once again, which can be how the enterprise connection with Michael Jordan 1st came about. Nike saw an opportunity in Jordan and consequently signed a $2.five million handle him for five years; Nike now stands as the most well-liked athletic shoe firm in existence.