What is behind the staying power of Michael Jordan?
It has been 19 years since the Carolina legend has played a professional basketball game, flaming out of the NBA in controversy after winning six world championships with the Chicago Bulls.
It is not like Jordan has continued to be the best at anything – except, of course earning money. His ill-fated comeback with the Washington Wizards resulted in being fired from the team’s front office by owner Abe Pollin after playing two seasons for the NBA minimum salary to sell tickets.
Still, MJ hasn’t done much better since becoming majority owner of the struggling Charlotte Hornets.
The award-winning ESPN documentary “The Last Dance” was widely seen but did not always show Jordan in the best light. His ruthless competitiveness on the court and in practice with his own teammates has brought out even more criticism from guys he played against and with.
That’s the bad news. The good news is that Jordan has continued to build his fame and fortune as one of the few billionaire athletes. But that really wouldn’t be accurate, as his continuing relationship with Nike has made him more money than he ever earned as Air Jordan. His line of expensive sneakers and his own off-shoot Jumpman brand and logo sold more than $5 billion of product in 2021 and is likely to top that this year.
Whoever is responsible for marketing at Nike or in Jordan’s orbit has done a masterful job of keeping their client in the news from gossip to good deeds. He rarely endorses any other products like he did with Coke, McDonald’s, Gatorade and others when first hitting the big time.
Through those who saw Jordan’s greatness firsthand, his handlers have kept his legend alive among fans who weren’t even born when he played. The No. 23 has been woven into the fabric of sport, and the opportunities afforded MJ continue to dwarf those of current athletic stars.
The cover of the newest NBA 2K23 video game will feature Jordan because next year is his number. And you can guess that Jordan only agreed to that for some astronomical royalty.
While MJ has supported more charitable causes of late, his continued refusal to get involved in political issues keeps both sides of the divide as potential paying customers.
Smart, if you care more about the money than the morals.
Featured image via Todd Melet
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