Advertising is one of the most important roles in marketing. A tool that serves to achieve essential goals that will increase the company's sales. In advertising, there are various types and goals of advertising, and one of them is the use of celebrities in the promotion of products or services, i.e. its influence on the consumer. The aim of the paper is to show how celebrities influence the thinking of consumers, i.e. how much influence do they have on consumers when it comes to buying a product or service. The work covers the history of using celebrities in advertising, as well as the types of collaboration between celebrities and companies. In addition, the goal is to see how much credibility celebrities have, that is, how much people are inclined to listen to what celebrities say. The theoretical framework focuses on building trust in the brand, as one of the main elements when it comes to brand creation. Also, the paper focuses on brand building in the online environment, which due to constant digitization has become one of the main marketing channels through which messages are transmitted. The online environment also brought new types of celebrities, influencers, who built their popularity by sharing their opinions and content through social networks. Using the example of Nike and Michael Jordan, the goal is to see how much influence a celebrity can have on the consumer, but also how much profit it can bring to the company itself. As one of the leading companies, Nike made a high-quality, but also risky move when it signed a sponsorship contract with a then-unknown university basketball player. At the end of the work, a survey will be conducted on the influence of celebrities on the consumer. The survey will be conducted through an online questionnaire, and the goal is to see how people view a celebrity in marketing campaigns.