Brend refers to a set of expectations, thoughts, thinking, knowledge, feelings and associations that consumers have about a particular product, service, country, city or region. In addition to highlight the special features of the product, the brand reduces the risk when evaluating products because it provides a guarantee of quality, origin and performance. Management is the concept that allows the realization of long-term market success. In order to achieve long-term success, companies must strive to retain existing customers and to increase the number of loyal consumers to company's brands. Brand loyalty allows the company to reduce marketing costs. In addition, consumers who are loyal to brands are less price-sensitive and are willing to pay higher prices, and they are spending more than unloyal consumers. Loyalty is achieved when the consumer is loyal to brands and when he/she has the positive attitude that is so high that therefore constantly buys products of that brand. The fundamental assumption of loyalty is satisfaction. One of the largest competitive market is a market of sports shoes and apparel that recently achieved increasing revenue. Sports industry includes products and services that are closely associated with the sport, and that are in the market offer such services, ideas, goods and footwear. The research of the management of sports brands was conducted in the case of trademarks of Nike, which are recognizable in the market of sports shoes and clothing. Nike consumers identify with Nike; they have to have product that represents them, and therefore there is no alternative to them on the market of sports shoes. Consumers who identify with the Nike brand are loyal to those brands. In 1984 Nike started cooperation with the greatest basketball player of all time, Michael Jordan, by founding Air Jordan brand. This collaboration continues today and brings huge financial profits to both sides. Financial information related to the sales and earnings of Nike and Michael Jordan of Air Jordan brand in recent years, as well as the comparison with the sales and earnings Nike's competitors showed that Nike as a company of sports shoes and clothes successfully manages the Air Jordan brand.