Throwback: When the Bulls’ ‘De-Michaelization’ Strategy Turned Michael Jordan Against His Front Office

Michael Jordan had become the face of the Chicago Bulls ever since he was drafted, but that did not mean that all was okay between him and the team management. Over the years, a rift developed between MJ and the Bulls’ General Manager, Jerry Krause. Their relationship soured as Jordan realized he was not the central priority for the Bulls anymore. Sam Smith wrote in his book Jordan Rules that Michael Jordan realized the Bulls had started their “de-Michaelization” process.

The focus was now on the new star, Scottie Pippen. This was evident when the Bulls used Pippen for one of their promotional pocket schedules during the 1989-90 season.

The management and marketing teams resented Jordan receiving all the credit for the Bulls’ newfound popularity, as they believed that their hard work was also a major factor. MJ had figured that out. He knew that Scottie Pippen was a ploy from the Krause’s management to shift his increasing influence within the Bulls. The book notes this:

“Jordan had grown more and more resentful during the summer about his salary, even though it was easily the highest on the team. He knew that the Bulls, especially Krause, privately resented him because everyone credited the team’s success to him rather than to good management and planning. Initially, the new organization focused its marketing on Jordan, selling Jordan as the Bulls. The campaign was a huge success.”

The book continues:

“But now the marketing and basketball people, Jordan felt, were beginning to view him with jealousy. Jordan had heard about Krause bragging that he’d have two titles by now if the Bulls had Hakeem Olajuwon instead of Jordan. And the marketing people had come to believe that their promotions, fancy light shows, and other gimmicks in the Stadium were as much responsible for a three-year run of sellouts as Jordan. So Jordan wasn’t surprised when he saw a photo of Scottie Pippen on the team’s pocket schedule for the 1989–90 season, the first time a player other than Jordan had been featured alone on a team publication during his time with the team.” 

Despite the off-court happenings, it did not affect MJ’s performance on the court, or his relationship with Pippen. The very next season, Jordan led the Bulls to their first championship and a three-peat in the coming years and remained their biggest draw.

Bulls’ ‘De-Michaelization’ Strategy Did Not Work

While Scottie Pippen and the others from the Bulls dynasty were crucial for the team. The Bulls simply could not move away from Jordan. This is clear from the Bulls’ record after Jordan’s first retirement stint.

When he came back in 1995, the franchise won a second three-peat, a historic feat in NBA. It’s evident that the Bulls were at their most successful with Michael Jordan.