Which psychological principle best explains why Michael Jordan's endorsement of Nike's Air Jordan line was so extraordinarily successful compared to most celebrity endorsements?

Celebrity endorsements have been a cornerstone of marketing for decades, but the psychology behind their effectiveness is fascinating. Some endorsements have changed the trajectory of entire brands, while others have fallen flat despite massive investments. Test your knowledge about one of the most successful celebrity-product partnerships in history and the psychological principle that made it work so effectively.

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Mere-exposure effect (repeated exposure increases preference)
Congruence theory (authentic alignment between celebrity expertise and product)
Social proof (people follow actions of similar others)
Halo effect (positive impression in one area influences perception in others)