Michael Jordan might be a better businessman than he was a basketball player. His Jumpman logo is a cultural landmark. His shoe releases are mainstream events and acquiring the rarest of kicks has become a competitive sport.
The brand has become the standard in the basketball and sneaker worlds. It reigns supreme over everyone else. While guys like LeBron James, Kobe Bryant, and Kevin Durant have down a wonderful job creating their own brand with Nike, Jordan stands alone. The brand is iconic and the standard.
Yet, despite this, it’s become increasingly clear that the marketing team in charge of re-telling the story of the near-consensus greatest player of all-time with six championships and legendary feats is concerned with someone much smaller.