Gatorade endorsed Michael Jordan for most of his career. Having Michael as the face of Gatorade during his career, pushed Gatorade onto a new platform. Many people who were not only athletes started drinking the beverage because of Michael Jordan. This gave Gatorade more credibility and they were able to reach more people worldwide. … "Legacy Of Michael Jordan" is an easily defendable qualitative factor, so competing institutions will have a difficult time overcoming it.