This is the story of Michael Jordan, the American basketball player, and a company that saw a link between Jordan and a world waiting to buy. The convergence of these forces with the new global media, opened the way for the spread of American cultural domination in dozens of less powerful nations. This book is part biography, part social history and part economic analysis. The author's discussion of Nike's dominance over the world marketplace is often scathing, while his biography of Jordan and the long commercial history of basketball reveal much about American society.