The Chicago Bulls and Nike, who pioneered the famous “Air Jordans,” were chiefly responsible for building Michael Jordan’s huge brand. Jordan had an air of invincibility on the court, right from the start of his NBA career. Off the court, the marketing teams of Nike and the Chicago Bulls worked constantly to make him even more famous. Jordan’s Chicago Bulls teammate George Gervin told Roland Lazenby about the impact this had on his private life.
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Speaking in Michael Jordan: The Life, Gervin said that his brand meant that Michael Jordan lived a very challenging personal life. Gervin compared the experience to Jordan’s entire life being robbed.
George Gervin claims Nike and the Chicago Bulls destroyed Michael Jordan’s private life
Michael Jordan’s worldwide brand value and recognition meant that he quickly became the most marketable face in the NBA. This led to numerous sponsorships, acting roles, and financial opportunities. However, Hall of Famer George Gervin said that it also changed his entire life.
Once Jordan became famous, he had to travel with a guard everywhere. His Bulls’ teammate said that Jordan was larger than life:
“That’s where it changed everything, man. They made him bigger than life. That made it tough on him. They made him the most famous guy to ever play. But that’s a tough life where you have to have a guard with you everywhere you go. You can’t eat, you can’t sit down without somebody sitting around you. He had that Michael Jackson kind of life. That’s a tough life, man. That can drive you to an early death. And the game was changing. How ESPN and cable TV came in. He really had to isolate himself because they promoted him so hard. And Nike and all of them promoted him so hard. It made it hard for him to be just a regular guy. You get robbed of your life.”
Michael Jordan was a walking-talking conglomerate
Jordan’s own sister, Deloris E. Jordan, claimed in the book that Michael had lost his ability to be a loving brother. According to Lazenby, Deloris said that Jordan had become a walking and talking conglomerate.
As per his sister, Jordan’s ability to “relax” had lessened over time. This was because he was always in the public spotlight and was always pressured to live up to his “image.”
Needless to say, those closest to him could tell that Jordan had changed due to the kind of public attention that he had started receiving. The NBA legend found it difficult to set himself apart from the public eye, although things seem to have improved since then.
