Nike has long been an American style icon of athletic wear and athletic shoes. Nike's clothing has come to represent a kind of American ideal of youthful, healthy living and determination. Nike's use of Michael Jordan as a celebrity promoter was extraordinarily successful in helping it branch out from its original base of running shoe customers into youth fashion as well as basketball lines of style. (Nike.com) To continue to promote these particular items with a new face, Nike hired the popular Lakers basketball star Kobe Br

Nike account managers must carefully keep abreast of how the case is perceived in the media, what actions the various judicial authorities undertake, how Bryant chooses to represent himself in court, and also how Bryant conducts himself under media scrutiny. How Bryant's family, including his wife acts towards him must be taken into consideration. This does not mean that such behavior has any real bearing upon his true guilt or innocence; rather it is an acknowledgement of how the creation of public perceptions by these individuals affect the collective perception of Bryant's celebrity persona.

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