Michael

@koma_zone

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SoundTikTok sound · original sound - koma_zone

Promoted product

Air Jordan

The definitive resource for the history of OG and retro Air Jordan's as told by the Department of Nike Archives

3 videos3 creators

Why it worked

The video leverages the iconic status of Michael Jordan and his signature shoe line to create an aspirational narrative about value and reward. By connecting a tangible product (shoes) with a universally recognized figure, it makes the abstract concept of 'earning your worth' relatable and compelling.

Summary

This video uses clips of Michael Jordan's career to illustrate a business concept about value and reward. It explains that a shoe is more than just a shoe when associated with the right person, implying that Michael Jordan's name and involvement in his shoe line entitled him to a share of the profits.

Structure

1Introduction of Michael and a $250k salary offer
2Discussion of a shoe being named for Michael
3Michael Jordan's involvement in revenue sharing

Original caption

Know your value. Don’t settle for less. A shoe is just a shoe—until the right person steps into it. 🔥 #Mindset #Success #SelfWorth #business

More from @koma_zone

Product placement

Michael Jordan (basketball player) - ACTS - appears in footage of him playing basketball and winning championships. Removing him would change the video's narrative. Chicago Bulls (basketball team) - APPEARS - logo on Michael Jordan's jersey. Removing it would not change what happens in the video. Nike (apparel brand) - APPEARS - Swoosh logo on shoes and apparel. Removing it would not change what happens in the video. Air Jordan (shoe brand) - ACTS - shoes are shown and discussed as a product. Removing them would change what happens in the video.

On-screen text

Michael the $250k guaranteed named for Michael AND OUR FAMILY wait yes really? Mr. Vaccaro don't sound this is decision great gonna regret it give you my personal guarantee REVENUE of each that is sold. i'm sorry? not all just the on them. uh Mrs. Jordan not how i mean THEY INVEST GET THE REWARD how it goes how it goes needs to change if he does think he's what you he's he's gonna do then it won't be the NBA promoting my son it'll be way around. that he deserves a piece. just a steps into it.

Transcript

Michael will accept the $250k salary guaranteed and the shoe will be named for Michael and our family. Wait. Yes. Really? Mr. Vaccaro, don't sound so surprised. This is a great decision. You're not gonna regret it. I can give you my personal guarantee. I'm not finished. Michael Jordan. Michael will get a percentage of the revenue of each shoe that is sold. I'm sorry? Not all. Just the, uh, just the ones with this name on them. Uh, Mrs. Jordan. So that's not how... I mean, they invest. They invest the capital and they get the reward, how it goes. How it goes. Needs to change. If he does, think he's what you... what you also think he's gonna do. Michael. He's gonna do. Then it won't be the NBA promoting my son. It'll be the other way around. And in that case, he deserves a piece. A shoe is just a shoe until the right person steps into it.