qq.Michael Jordan Signs $30 Million Deal With Dak Prescott, Making Dallas Cowboys QB the New Face of Air Jordan

Michael Jordan Officially Spends $30 Million to Make Dak Prescott the New Face of Air Jordan

In a shocking move in the sports and marketing world, basketball legend Michael Jordan has just signed a $30 million contract with Dallas Cowboys quarterback Dak Prescott. According to inside sources at Jordan Brand, Prescott will become the “new face” of Air Jordan in the NFL — a powerful brand extension strategy by linking with a potential NFL star.

Background: Jordan Brand & Dak Prescott – A Strategic Start

Jordan Brand, Nike’s sub-brand centered around Michael Jordan, has long been an icon in basketball. But in recent years, the brand has also sought to expand its influence into other sports, especially the NFL, to diversify and reach new audiences.

In June 2021, Dak Prescott officially left Adidas to sign a five-year deal with Jordan Brand. Prescott was reportedly the first Jordan Brand football player and the only Dallas Cowboys player to be associated with the brand at the time.

According to Sports Business Journal, the partnership between Prescott and Jordan Brand was considered “unique from the start,” with creative rights to apparel and footwear and collaborations with the Cowboys.

Sports Business Journal

In recent seasons, Prescott has been seen on the field wearing Air Jordan shoes, and Jordan Brand has also launched a line of Prescott and Cowboys collaborations including Jumpman-branded jerseys, hoodies, and apparel.

However, the extent of the partnership has not been previously disclosed, with a value of tens of millions of dollars just to promote Prescott as the new face. So, the $30 million contract is a huge leap in Jordan’s branding strategy.

Contract details: $30 million and notable terms

According to inside sources, the $30 million contract is signed for a period of 5 years, equivalent to an average of about $6 million per year for Prescott to represent the “face of Air Jordan” in NFL campaigns. This contract includes:

Fixed compensation: Prescott will receive a large signing bonus, divided into stages to ensure long-term commitment.

Revenue & royalty commission: Prescott receives a percentage of sales of his product line (shoes, apparel, accessories) in the US and internationally.

Creative collaboration rights: Prescott will participate in the design process of shoe versions, colorways, and even contribute ideas based on his personal brand “D4K” (Dak 4 King). This makes sense, considering that the previous contract with Jordan Brand included a product collaboration clause with the Cowboys and Prescott.

Promotional & media clause: Prescott must appear in advertising campaigns (television, social media, sporting events), as well as participate in interviews and promotional events in strategic areas (such as traditional NFL markets and internationally).

Image commitment: Prescott commits to wearing Air Jordan products when playing or on public occasions related to the NFL, and not to sign sneaker endorsement deals with opposing brands.

A source said that Jordan Brand wants Prescott to be a “bridge” between the worlds of basketball and football, making the Jumpman image not only an icon of the air but also a true icon of all sports playgrounds. At $30 million, they are betting big on Prescott’s brand potential.

Meaning and Impact

Expanding Jordan Brand’s Influence in the NFL

Previously, Jordan Brand had a presence in the NFL but was not as strong as brands like Nike, Adidas or Under Armour. Prescott – with the key QB position of the Cowboys – brings a “leading” image to the Jumpman brand in a sport as powerful and with a huge viewership as the NFL.

Boosting Prescott’s Personal Brand

With such a large contract, Prescott is not only a successful player on the field but also a sports fashion icon. Participating in the design and receiving revenue from products bearing his name will help him increase the value of his personal brand.

Competing in the sneaker market

Putting Prescott as the face of the brand may force competitors like Adidas or Nike to increase contracts with top NFL players. This will be a race not only in gloss but also in powerful marketing.

Impact on Dallas Cowboys

The Cowboys are a very powerful brand in American sports. Prescott’s endorsement of Air Jordan would solidify the team’s position not only in the NFL but also in pop culture, apparel, and sportswear.

Risks and Expectations

Every major marketing deal carries risks — if Prescott suffers a serious injury, phon