When Gatorade decided to enter into a 10-year/$13 million contract with Michael Jordan in 1991, the entire sporting and advertising world was turned on its head. But Gatorade and Jordan, like so many forward thinkers before them, knew exactly what they were doing. This deal might have been incomprehensible at the time, but then those "Be like Mike" commercials hit, and the rest as they say, is history.