Column: Michael Jordan as Chairman of the Jord

1/8/09
air jordan 2009
By Max J. Dickstein

Column: Michael Jordan as Chairman of the Jord

Photo credit: Game Face

Michael Jordan gets set to introduce the Air Jordan 2009 on Jan. 8, 2009. (Max J. Dickstein/amNewYork)

By Max J. Dickstein

Michael Jordan considered the issue.

“Who is going to be the next Michael Jordan?” he asked, repeating a reporter’s question. “That’s not for me to answer.”

After all, Jordan was in town Thursday to launch the 24th edition of history’s most coveted sneaker, Air Jordan 2009.

But then he took a shot.

“It’s basically going to be the consumer response to that individual,” Jordan said. “I’ve been blessed obviously, and to say that someone else won’t be blessed down the road — I’m pretty sure they will.”

To Jordan, this was not a really basketball question on the relative greatness of Kobe or LeBron.

That’s because for the purposes of Jordan Brand, MJ’s unmatched career from 1984-1998 — his five MVP awards, his six titles with the Chicago Bulls, his NBA-record 30.1-point career average — is not the primary cause of his success as CEO of his own Nike spinoff since 1997.

To explain that, Jordan instinctively cited his connection with consumers.

“I think we did a beautiful job,” Jordan said as he admired the porcelain-white shoe. He compared it to a Ferrari among Volkswagens, on sale Feb. 14 for $190. “I think you guys have got to admit that this is a beautiful shoe.”

Behind Jordan’s striped sport coat beat the heart of No. 23, the fearsome champion. But the manner and tone of this Jordan suggested the self-possessed embodiment of a shoe and apparel company, whose chief executive and figurehead turns 46 next month.

“He’s maybe one of the most perceptive and learning people I’ve ever met,” said Keith Houlemard, president of Jordan Brand, describing his boss’ “bandwidth” (Jordan’s day job is president of the Charlotte Bobcats).

And once, before his business acumen overtook his court legend, Jordan played basketball.
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Column: Michael Jordan as Chairman of the Jord

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