Word: proserv
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Dates: during 1989-1989
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...impressive as those numbers are, basketball is only the launching pad for Jordan's accelerating financial rocket ship. Thanks largely to his agents at ProServ, a Washington-based sports marketing firm, Jordan will earn an estimated $5 million off the court this year. His list of corporate endorsements keeps growing: Chevrolet, McDonald's, Coca-Cola, Johnson Products (personal-care items produced by one of the largest black-owned businesses in the U.S.), Nike. And last fall Jordan became the first basketball player ever to appear on a box of Wheaties...
David Falk, a senior vice president at ProServ who has orchestrated the marketing of his client's wholesome image, says there was plenty to work with when Jordan signed on in 1984, but "there is also an undefinable quality about him that if I could identify, I would bottle and sell." It would probably be an instant best seller, but don't expect Michael Jordan to give away the secret. What, and let the competition gain an edge...
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