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September 2014

Two major brands, Nike’s Jordan brand and Gatorade, have produced tribute ads to Yankees Shortstop Derek Jeter, who retires this week. Which did a better job of expressing Jeter’s brand? Here’s our scorecard. R2SPECT  Produced by Nike’s Jordan brand, the spot features celebrities, athletes, firefighters, police, doormen and fans appropriating Jeter’s signature hat tip, under the line R2SPECT — integrating Jeter’s uniform number into the headline in an iconic manner. It debuted in July, at the time of Jeter's 14th and...

By Mike Kuczkowski Derek Jeter has done a lot of amazing things on a baseball diamond. He’s amassed more than 3,450 hits, the sixth most of all time. He’s played more games and has more hits at shortstop than anyone, ever. And, he has won five World Series rings, most among active players. With Jeter, though, it’s not so much about what he’s accomplished, but about how he’s accomplished it. Diving into the stands face first at full...