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Basketball icon Michael Jordan and superagent David Falk had already re-written the rules of sports marketing. So what could they do for an encore as Mr. Jordan was approaching retirement last season?

Absolutely nothing.

The bulk of the successful Michael Jordan marketing in 1998 was designed in 1990, says Mr. Falk, now chairman of SFX Sports Group, the parent of his sports-management agency, Fame.

As a spokesman for such companies as Nike, Quaker Oats Co.'s Gatorade and Ray-O-Vac, Mr. Jordan's earlier deals help push him into yet new levels. Mr. Jordan, according to Forbes estimates, pulled in $69 million in endorsements and salary last year-far and away the leader among athletes.

Perhaps the most ongoing of Mr. Jordan's marketing efforts is Nike's Jordan Brand, created two years ago. Last year, the separate Nike division grew to $300 million, and Mr. Jordan says he wants to increase revenue to $1 billion soon. Jordan Brand also will be rolling out boutiques in 40 to 50 sports apparel and athletic shoe shops by the end of 2000.

Most telling of Mr. Jordan's recent marketing success has to do with this division. Under the Jordan Brand, top-name NBA athletes are wearing his name-brand shoes-including Vin Baker, Ray Allen, Michael Finley and Eddie Jones. But as a testament to his universal appeal, athletes in other sports have signed on to wear the brand. Heartthrob baseball player Derek Jeter is on board. Jordan's

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