Athlete: Penny Hardaway
Brand: Nike

Anfernee "Penny" Hardaway is the perfect example of how the strength of a good brand identity can live forever. Penny had one of the most exciting young careers a basketball player has ever had and because of it his cultural impact was huge. But, as injuries began to plague his career his product never faltered simply because the excitement that his branding brought to the footwear. The "1Cent" logo represented bold and charismatic sneakers that were ground breaking in manufacturing and styling. It was these elements that still help keep this product line relevant today and allowed for him to be one of the only players to receive a signature shoe when he hasn't graced the court in years.