Falk soon proved himself to be a capable agent with many innovative marketing ideas. He allowed Nike to establish Jordan's primary image, then began splitting it up among other advertisers, including Coca-Cola, Chevrolet, Gatorade, McDonald's, Ball Park Franks, Wilson Sporting Goods, Rayovac, Wheaties, Hanes, and MCI. Falk's ideas stretched to all areas of the marketplace, including a fragrance (called simply "Michael Jordan") made by the Beverly Hills designer Bijan, which was cited as the best-marketed product of 1996 by the American Marketing Association. Falk even came up with the idea of teaming Bugs Bunny and Jordan together in a feature film, and then sold the concept to Warner Bros. in 1993. The ensuing film, "Space Jam", was executive produced by Falk and released in 1996. Perhaps most importantly, Falk "set a precedent by 'opting out' Jordan from the league's licensing program, in effect reclaiming Jordan's image for his own use." Jordan himself was very grateful for his agent's remarkable negotiating and marketing abilities, even with Falk's penchant for making powerful enemies along the way.