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During the 1990s and early 2000s, Nike's branding celebrated individual achievement, pushing the message that anyone could emulate the successes of their idols through hard work. The Air Jordan line, in particular, became a symbol of excellence, with Michael Jordan’s legacy outpacing current NBA athletes in sales and cultural impact. The documentary The Last Dance drew more viewers than the actual NBA finals that year, illustrating the deep yearning among Americans for stories of greatness.