Nike goes on to gain market share and build brand value buy getting the best testimonials in every sports section. Nike started with Michael Air Jordan to rule Basketball, then Tiger Woods to be THE Golf Company, they entirely built the bicycle accesoire market by signing Lance Armstrong. Now Soccer is on the row. They already have Ronaldo, Luis Figo, Roberto Carlos,... and now they signed Thierry Henry the french Super-striker playing at Arsenal London. 14,4 Mio Euro for 5 years! Sounds like a hell of a money but not for Nike if their market share in France goes up by 1,5%......

source: article, standard online