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Michael Jordan: Still "Marketing" Success
CNBC.com | February 11, 2008 | 11:41 AM EST

Basketball shoe sales aren't that hot right now. Even Nike -which has 86 percent of the U.S. market--and has been up as the market has continued to decline, saw a double digit decline in the fourth quarter, according to analyst Matt Powell of SportsOneSource.

In January, Powell notes the performance basketball shoe category was down 30 percent and the usually strong retro basketball shoe category saw a 25 percent decline.

But in all this is one amazing note from Powell:

"Top sellers (in basketball shoes) were ALL Jordan styles, led by the Retro 8 ($137), the Spiz'ike ($173), The Air Force 1/Jordan 12 hybrid ($144), the Melo M4 ($118), the Big Fund ($108) and the Collezione 13/10 combo pack ($307)."

Yes. You got that right. Michael Jordan played his last game in April 2003 and yet he's still tearing it up in 2008. In fact, about 40 of the top 50 basketball signature shoes in 2007 were Jordan styles and the Jordan brand is a $800 million brand.

As part of my hour documentary on Nike, which debuts tomorrow at 10 p.m. and 1 a.m. ET, I spoke to Jordan about his amazing success. Here's a preview of our conversation.

Darren: So in the beginning, it could have been adidas or Converse and not Nike?

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