Michael Jordan is one of the most recognizable names and faces throughout the history of all professional athletics. Many consider him the greatest player to ever step on a basketball court. Rightfully so, he has five championship rings, five MVP trophies and a record ten scoring titles (Johnson, 1998). The CNNMoney.com article written for Fortune Magazine "The Jordan Effect: The world's greatest basketball player is also one of its greatest brands. What is his impact on the economy?" written by Roy S. Johnson is a detailed portrayal of the effect Michael Jordan (MJ) has had on the entire world.This article has created several class discussions regarding Jordan's role in society, his career and his ability to win the hearts of millions. Driven by pure talent, Michael Jordan has become a legacy in his own right. Written in 1998, this article is far from outdated. The "Jordan Effect" has increased profoundly since the new millennium. The Michael Jordan "brand" including Hanes, sports videos (Space Jam), books and cologne have collectively generated over $701 million in revenues without the addition of shoes and clothing (Johnson, 1998 p.2).
Michael Jordan has indirectly helped numerous other aspects including the NBA's attendance records, the city of Chicago's economy and the profitability of Nike. In 1998, the overall impact of the "Jordan Effect" was estimated at $10 billion. 11 years later, we are still witnessing Jordan's success and remain loyal to him, his brands and those he has contracts with. This leads nicely to the photograph we were shown in class. When asked to list the social and economic dimensions of the dunking picture, my mind and hand could not work fast enough.
I was never given the opportunity to watch Michael Jordan play in person. I was too young to understand who he was and why he was so good at basketball. However, after years of being consumed with Michael Jordan advertisements and brand items, several ideas came to mind when it was time to write our perceptions of the picture. Socially, I see a leader. I see a man who has joined a nation and created believers. I see passion and pain. Years of hard work and dedication placed into a single moment. Economically, I see a revolutionist. Michael Jordan was the first professional athlete to use his name in such a massive way while making a substantial profit. The world knew who he was and would have copied anything he was doing to "be like Mike."
The impact Michael Jordan has on the world (particularly the United States) is hard to justify in short terms. He is unlike any other athlete playing the game today. His legacy will continue for centuries and his economical influence will be studied in the classroom for years to come. "The Jordan Effect" has changed the face of professional sports and his recognizable fame has yet to show any slope in popularity. Kobe Bryant and/or LeBron James are sometimes referred to as the modern day Michael Jordan's. As masters in their art, both LeBron and Kobe have shown significant impacts on the NBA, the economy and the worldwide popularity of the sport of basketball.
This Friday, September 11, Jordan will be inducted into the Naismith Memorial Basketball Hall of Fame by presenter David Thompson.
I wondered if your impressions of Jordan had changed at all after hearing his induction speech at the HOF? Perhaps you will discuss this in future posts. We will be discussing this topic further when we read the article that you referred to--i.e., "The Jordan effect" (you got ahead of us:-). Regardless of how Jordan came across in his induction speech, he has forever changed the way that athletes can be seen as "brands." I am not sure if that is a good thing or not.
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