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Volume 24 No. 156
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Gatorade Teams With Jordan Brand For "Be Like Mike" Collection With Shoes, Apparel

As part of a recent extension with Michael Jordan, Gatorade and Jordan Brand are "unveiling a 'Be Like Mike' collection" that will "feature four different Gatorade Jordans, two of which will be sold starting Dec. 16," according to Darren Rovell of ESPN.com. The Air Jordan XXXII "Like Mike" will "feature 'Mike' with the brand's familiar lightning bolt taking the place of the 'I' on the outsole, with some of the words" to the '91 "Like Mike" commercial "stitched on the inner tongue ($160)." The Air Jordan VI "Like Mike" is a "nod to the shoe he wore in the commercial but in Gatorade's orange and green colors and a lace lock in the shape of a Gatorade bottle ($190)." A Gatorade Jordan I and an additional Jordan VI, which is being "kept under wraps, will be revealed and hit stores later in December." An entire apparel collection is "already on the market." Gatorade "abandoned five trademarks to 'Be Like Mike' in recent years but recently filed for two more this year to protect the phrase on the new merchandise" (ESPN.com, 11/15).

OUT IN FRONT: Jordan Brand President Larry Miller on Wednesday said that brand's "biggest problems at the moment" are "maintaining its relevance and pulling back the number of shoes on the market." Miller: "We have to figure out how to keep the brand connected to young consumers as well as consumers that have been with the brand for a while. ... How do we continue to make the brand relevant with today’s consumers. The further Michael gets from the basketball court, the more challenging it is" (BIZJOURNALS.com, 11/16).