Which celebrity endorsement deal is credited with increasing the brand's market value by over $14 billion and revolutionizing the athlete endorsement model?

Celebrity endorsements have shaped consumer culture for decades, creating iconic brand moments that transcend marketing to become cultural touchpoints. Some endorsement deals completely revitalize brands, while others create entirely new market segments. This trivia question focuses on one of the most financially significant and industry-disrupting celebrity endorsements in modern pop culture history that changed not just a brand's trajectory but an entire product category.

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Michael Jordan's 1984 deal with Nike (Air Jordan)
Beyoncé's 2019 partnership with Adidas (Ivy Park)
George Clooney's 2006 agreement with Nespresso
Dwayne Johnson's 2016 deal with Under Armour (Project Rock)