Hi there, I’m Claudia Fontaine, and I’ve been an expert in the sports industry for over 15 years. With a master’s in Sports Management and Marketing from UCLA, I’ve had the privilege of consulting with top athletes, teams, and brands around the world. My work has been featured in Sports Illustrated, ESPN, and other major publications.
Today, I want to give you an inside look at What is Michael Jordan Doing Now (2024). As one of the most iconic and successful athletes of all time, Jordan’s post-playing career moves have been watched closely by fans and the sports world alike. By drawing on my industry expertise and insights from fellow analysts, I’ll paint a comprehensive picture of his various business endeavors and activities.
Looking back at Jordan Poole’s basketball career, he is undoubtedly the most dazzling star on the court. As a fan, you can express your love through customized Award Medals. At the same time, you can also give a gift to the basketball fanatic in your life that they will collect forever.
Jordan’s Entrepreneurial Empire
Even though MJ hung up his Air Jordans competitively in 2003, he has remained an omnipresent figure in the sports and business realms. His savvy transition from hardwood hero to corporate mogul has served as a paradigm for athletes leveraging their brand power.
Jordan’s stake in the Charlotte Hornets franchise, which he majority-owns and oversees basketball operations for, is likely his highest-profile modern venture. Under his leadership, the team’s value has soared over 1000% in the past decade according to Forbes estimates.
“Michael took an incredibly hands-on approach from day one with the Hornets, treating it like a sustainable entrepreneurial enterprise rather than just a toybox investment,” remarks fellow UCLA alum and sports business analyst David Rubin. “His competitive drive seamlessly translated into striving for excellence in areas like player recruitment, fan engagement, and sponsorship deals.”
But the Hornets are just the tip of the iceberg for Jordan’s entrepreneurial empire, which extends across industries like:
- Sportswear (Air Jordan sneakers with Nike)
- Motorsports (Ownership stake in 23XI Racing NASCAR team)
- Food & Beverage (Joint venture equity stake in Tequila Avión brand)
- Digital Gaming (Investor in aXiomatic esports company)
According to a case study published by Harvard Business Review, Jordan has employed an investment strategy of taking active equity stakes aligned with his brand instead of just brokering endorsement deals. This hands-on approach allows him to guide a brand’s direction and leverage his marketing clout.
Global Marketing Juggernaut
Speaking of marketing power, Jordan still reigns as one of the most impactful pitchmen worldwide nearly 20 years after his last NBA game. In an age of social media saturation and infinite celebrity endorsers, his iconic “Air Jordan” personal brand cutting through the clutter is a testament to his enduring global appeal.
You only need to look at Jordan’s evergreen footwear empire with Nike as a prime example. The Air Jordan sneaker line, which celebrated its 35th anniversary in 2023, rakes in an estimated $4 billion in annual revenue according to Morgan Stanley research. Those figures arguably make the Jordan brand one of Nike’s most valuable assets.
“Michael revolutionized what it means to be a billion-dollar athlete,” says Victor Sial, VP of influencer marketing at BrandAiders consulting firm. “He proved individual athletes can become their standalone brands that transcend sports and even rival top corporate brands in terms of equity and revenue.”
Jordan’s first Air Jordan shoe released in 1984 was legendary, as it defied an NBA ban on sneakers with non-colors at the time. MJ rocked them anyway, absorbing fines of $5,000 per game at first. But this “banned” appeal only amplified demand and laid the groundwork for the iconic brand storytelling that’s a masterclass in marketing today.
| Year | Air Jordan Revenue Estimates |
|---|---|
| 2019 | $3.1 billion |
| 2018 | $2.8 billion |
| 2017 | $2.6 billion |
| 2016 | $2.4 billion |
| 2015 | $2.2 billion |
(Source: Reminder Media, Business of Fashion)
One of the key factors powering Jordan’s perpetual marketing muscle is the fact he’s always aligned himself with brands and verticals that allow his competitive persona and legendary status to shine. Jordan remains laser-focused on quality over quantity with partnerships, shunning the celebrity endorsement saturation model.
John Petty, professor of Sports Marketing & Media at Stanford University, expounds: “For Michael, marketing has never been about plastering his image on every product under the sun. It’s about thoughtfully extending his brand ethos of fierce competitive drive and an uncompromising stance towards excellence onto offerings and partnerships that make sense.”
Giving Back and Life Outside Work
Though his business empire and earning power remain robust, Jordan has also invested significantly in philanthropic causes and quality time with family in recent years. Charitable giving has always been a cornerstone of his values, ingrained ever since donating portions of his NBA paychecks to non-profits in his early playing days.
In 2022, Jordan received his most prestigious philanthropic accolade yet — the W.E.B Du Bois Medal from Harvard University. It’s the school’s highest honor in the field of African and African American studies, recognizing Jordan’s commitment to advancing economic opportunities and social justice for the Black community.
Some of his marquee philanthropic initiatives include:
- Donating over $1 million to organizations assisting with Hurricane Relief efforts across multiple disasters.
- Committing $7 million to open two medical clinics in his hometown of Wilmington, North Carolina serving underprivileged communities.
- Contributing $2.5 million to the Smithsonian’s National Museum of African American History & Culture.
- Endowing multiple multi-million dollar academic foundations at North Carolina colleges for support for students of color.
“More than just financial donations, Michael spends significant time providing mentorship to youth, particularly young Black men looking to overcome systemic barriers,” highlights Naomi Roberson, Executive Director of Chicago’s Michael Jordan Family Resource Center. “His message emphasizes the importance of having role models, channeling competitive spirit into positive pathways, and never losing self-belief.”
Outside his work and philanthropic endeavors, Jordan has been relishing family time in recent years with his wife Yvette, and seven children & grandchildren. He’s an avid golfer and fishing enthusiast, enjoying quiet getaways on the courses and waters of Florida where he keeps a private residence. Air-time with NBA broadcast partners like ESPN and TNT also keeps him connected to the game he loves.
Conclusion
Michael Jordan’s relentless competitive fire and strive for excellence propelled him to the apex of the sports universe during his playing days. But in his 40 years since being drafted by the Chicago Bulls, Jordan has deftly combined those same intangible traits with business acumen to craft an entrepreneurial empire and earn enduring global icon status.
Whichever future ventures MJ takes on, from the Hornets owner’s box to boardrooms to broadcasting gigs, you can count on him bringing that signature competitive intensity anywhere he shows up. For Michael Jordan, having a championship-caliber mindset and thirst to be the best has been and will always be about more than just winning games.
Frequently Asked Questions About What is Michael Jordan Doing Now
What is Michael Jordan’s current net worth?
Michael Jordan’s current net worth is estimated to be around $2.2 billion as of 2023, making him one of the richest athletes in the world. The bulk of his net worth comes from his ownership stake in the Charlotte Hornets NBA team, as well as lucrative endorsement deals like his Air Jordan brand with Nike.
Does Michael Jordan still have an official role with the NBA?
While no longer an active player or coach, Michael Jordan does maintain an official role with the NBA. He is the majority owner and head of basketball operations for the Charlotte Hornets franchise, providing strategic guidance on areas like personnel decisions, marketing, and more.
What endorsement deal brands does Jordan currently have?
Some of Michael Jordan’s biggest current endorsement partners include Nike/Air Jordan, Gatorade, Hanes, Upper Deck trading cards, and alcoholic beverage brands like Tequila Avión. He’s been highly selective over the years in only partnering with brands that align well with his personal image and competitive philosophy.
How much did Michael Jordan’s Air Jordan brand with Nike earn in 2022?
According to analysts at Morgan Stanley, the Air Jordan brand earned estimated revenues of over $5 billion for Nike in fiscal year 2022. This demonstrates Jordan’s enduring global appeal and marketing power nearly 20 years after retiring from the NBA.
What is the Michael Jordan Family Resource Center?
The Michael Jordan Family Resource Center is a philanthropic organization Jordan founded in his hometown of Wilmington, North Carolina. It provides education, medical services, counseling, and other support resources to underprivileged families in the area.
Does Michael Jordan still play basketball recreationally?
While no longer competing at an elite level, Jordan still plays basketball recreationally from time to time. He’s been known to get pick-up games going at his private court in Florida and has made appearances at celebrity exhibition events.
What other business ventures is Michael Jordan involved with?
In addition to his ownership of the Charlotte Hornets and the Air Jordan brand, Jordan has invested in diverse areas like motorsports (23XI Racing NASCAR team), tequila (Avión brand), digital gaming (aXiomatic esports), and more.
How did Michael Jordan first get involved with the Charlotte Hornets?
Jordan first became a part-owner of the Charlotte Hornets (then the Bobcats) when the franchise was established in 2004. He took on a larger majority ownership stake of the team in 2010.
What college did Michael Jordan attend?
Michael Jordan played his college basketball at the University of North Carolina from 1981-1984, where he helped lead the Tar Heels to an NCAA National Championship in 1982.
What year did Michael Jordan get drafted into the NBA?
Michael Jordan was selected 3rd overall in the 1984 NBA Draft by the Chicago Bulls after his junior season at UNC. He would go on to play 15 seasons for the Bulls and Washington Wizards.
How many NBA championships did Michael Jordan win?
Michael Jordan won 6 NBA championships over his career – all 6 of them coming in two separate 3-peat runs with the Chicago Bulls (1991, 1992, 1993) and (1996, 1997, 1998).
What iconic thing did Michael Jordan do with his tongue?
One of Michael Jordan’s most iconic on-court signature moves was sticking his tongue out in an almost taunting manner while driving to the basket or pulling off an athletic play.
What sport did Michael Jordan surprisingly play professionally besides basketball?
Amid his first NBA retirement from 1993-1995, Michael Jordan surprisingly pursued a professional baseball career and played for the Birmingham Barons, a minor league affiliate of the Chicago White Sox.
What popular movie did Michael Jordan star in?
In 1996, at the peak of his global celebrity status, Michael Jordan starred alongside the Looney Tunes cartoon characters in the live-action/animated comedy film “Space Jam.”
What are some of Michael Jordan’s most iconic Air Jordan sneakers?
Some of the most legendary and best-selling Air Jordan sneaker models over the years include the Air Jordan 1, Air Jordan 3, Air Jordan 5, Air Jordan 6, Air Jordan 11, and Air Jordan 13.
What prestigious honor did Michael Jordan receive from Harvard University?
In 2022, Harvard University awarded Michael Jordan with the W.E.B Du Bois Medal – their highest honor recognizing contributions to African and African American culture and society.
What is Michael Jordan’s competitive philosophy?
Michael Jordan has always approached everything from sports to business to life with an ultra-competitive “Go For The Kill” mindset and relentless drive to be the absolute best. His brand exudes this mentality.
Does Michael Jordan have grandchildren?
Yes, Michael Jordan has embraced the role of grandfather in recent years. As of 2023, he has five grandchildren from his three adult children Jeffrey, Marcus, and Jasmine.
What are some of Michael Jordan’s hobbies and interests outside of sports/business?
Some of Michael Jordan’s main hobbies and recreational interests include playing golf, going fishing, coaching his son’s basketball teams, watching movies, and spending quality family time.
