With such famous names like Tiger Woods, Michael Jordan, and Lebron James, Nike has built a sportswear empire. The strategy of using these athletes has mutually boosted their sales and increased the fame of the athletes. It has shown it’s success since the start of the company by emerging as a dominant player in the athletic shoe industry. Nike first began the celebrity-star athlete approach with Steve Prefontaine, who attended the University of Oregon, like Phillip Knight, the company’s CEO. The most famous Nike athlete however is hands down Michael Jordan. Jordan was recruited to the company right out of college in 1984 and has been a representative of the swoosh ever since. The company has developed athletic shoes and clothes in his name and they have continued to sell, even after his basketball career ended. The Air Jordan is one of the best selling shoes in history and with the rest of Michael Jordan’s brand earns him over 1 billion a year. According the the Forbes article, The Michael Jordan Business is Booming , Jordan is making more profits now then when he was actually playing. This kind of business that Nike partakes in is based on the legend of Michael Jordan, which is similar to that of Tiger Woods and Lance Armstrong. Nike uses these legendary athletes to support its sales, but the question is now whether or not those brands will continue to be the life support for Nike or if they will eventually fade away. If they do fade away, then what athlete will be next in continuing the Legends of Nike?