One of the first examples of evidence of other business strategies of alliances or integration would be athlete endorsement. Nike partners with well-known athletes across the globe. The Nike Corporation builds strong awareness by taking advantage of the athletes' positive public images. Nike has done a good job with matching a proper brand image with an athlete's image, for example, Michael Jordon. Athletes might be the best suitable for endorsing certain products such as any Nike shoe, giving the notion their physical performance results from working in that shoes. Brand equity is the value a company realizes from a product with a familiar name. Endorsement deals can escalate brand equity for brands as well as athletes. Validations from athletes