The Great - Michael "AIR" Jordan

Michael Jordan was a great player. He also was a great salesman. And that was all he ever was, and that seems to be all that he ever will be. There's nothing wrong with that. He made some great plays and some pretty good commercials. Has anyone so completely dominated his sport and left so small a mark upon it?

Michael Jordan was a great player. He also was a great salesman. And that was all he ever was, and that seems to be all that he ever will be. There's nothing wrong with that. He made some great plays and some pretty good commercials. Has anyone so completely dominated his sport and left so small a mark upon it? From the very beginning of his professional career, and long before he'd won anything at all, Michael Jordan and his handlers worked so diligently at developing the brand that it ultimately became impossible to remember where the logo left off and the person began. He talked like a man raised by focus groups. He created a person without edges, smooth and sleek and without any places for anyone to get a grip on him. He was roundly, perfectly manufactured, and he was cosseted, always, by his creators and his caretakers, against the nicks and dings that happen to any other public person. He held himself aloof from the emerging hip-hop culture that became—for good and ill—the predominant culture of the NBA. Remember, he once warned us, Republicans buy shoes, too. He always sold himself to people older than he was.