It’s my pleasure to introduce myself. I’m Claudia Fontaine, and I have over 15 years of sports industry experience. In my role as a consultant for top athletes, teams, and brands around the world, I’ve earned a master’s in Sports Management and Marketing from UCLA. A number of major publications have featured my work, including Sports Illustrated, ESPN, and the New York Times.
The purpose of today’s post is to share with you what Michael Jordan is doing now in 2024. It has been a joy to watch Jordan’s post-playing career moves in the sports world, but the iconic athlete’s post-playing career moves have received significant attention. I will provide an in-depth depiction of his various business endeavors and activities based on my industry expertise and insights from fellow analysts.
Throughout Jordan Poole’s basketball career, he stood out as one of the most dazzling stars. You can show your support for your favorite team with customized Award Medals. In addition, you can give a gift that you know the basketball fanatic in your life will treasure forever as well.
Jordan’s Entrepreneurial Empire
MJ has remained an omnipresent figure in both sports and business, even though he hung up his Air Jordans in 2003. In leveraging the power of their brand, athletes have been inspired by his savvy transition from basketball hero to corporate mogul.
His most prominent contemporary venture is his majority ownership of the Charlotte Hornets and his oversight of basketball operations. As estimated by Forbes, the team’s value has increased by over 1000% over the last decade under his leadership.
The UCLA alum David Rubin, executive director of the Center for Sports Business Analysis at UCLA, is impressed with Michael’s hands-on approach from day one with the Hornets. He demonstrates a relentless pursuit of excellence in player recruitment, fan engagement, and sponsorship deals due to his competitive drive.”
In addition to the Hornets, Jordan’s entrepreneurial empire includes enterprises such as:
- 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)
In a Harvard Business Review case study, Jordan demonstrates an active investment strategy rather than simply brokering endorsement deals by taking equity stakes aligned with his brand. As a result of his hands-on approach, he can shape the direction of a brand and leverage his marketing expertise.
Global Marketing Juggernaut
Even 20 years after he last played in the NBA, Jordan is still considered to be one of the most powerful marketing pitchmen in the world. The iconic “Air Jordan” brand cutting through the clutter in an age of social media saturation and endless celebrity endorsements is testament to his enduring appeal around the world.
To see Jordan’s evergreen footwear empire with Nike, all you need to do is look at its success. Research from Morgan Stanley estimates Air Jordan’s annual revenue to be $4 billion in 2023, when it will celebrate its 35th anniversary. It is arguably the most valuable asset at Nike that is the Jordan brand.
In the eyes of Victor Sial, VP of influencer marketing at BrandAiders, Michael transformed what it means to be a billion-dollar athlete. Despite being a sports player, he proved that individuals can become their very own brands in terms of equity and revenue that rival the top corporate brands.
The Air Jordan was the first sneaker to defy NBA regulations at the time, which banned sneakers with non-colors. While MJ had to absorb fines of $5,000 per game at first, he still rocked them anyway. It was this “banned” appeal, however, that amplified demand and laid the groundwork for how brands tell their tales 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 |
In Jordan’s case, his ongoing marketing prowess has been a result of being aligned with brands and verticals that allow him to showcase his competitive persona and legendary status. With partnership partnerships, Jordan shuns the celebrity endorsement saturation model, preferring quality over quantity.
In the words of John Petty, a professor at Stanford University who specializes in Sports Marketing & Media: “For Michael, marketing was never about plastering his image everywhere. He wants to extend his brand ethos of fierce competitive drive and uncompromising commitment to excellence to partnerships and offerings that make sense.”
Giving Back and Life Outside Work
Jordan has invested significant time with family and philanthropic causes in recent years, despite having a robust business empire and earnings power. In his early playing days, he gave a portion of his NBA paychecks to non-profit organizations, establishing charitable giving as a cornerstone of his values.
In 2022, Jordan received Harvard University’s W.E.B Du Bois Medal, which is one of the world’s most prestigious philanthropic awards. Jordan has been honored for her commitment to improving economic opportunities and social justice for Black people at the school, which is the most prestigious award in African and African American studies.
He has made significant contributions to philanthropy in the following areas:
- Over $1 million has been donated to organizations that are assisting with hurricane relief efforts across a number of disasters.
- In Wilmington, North Carolina, he plans to open two medical clinics for underprivileged communities with $7 million.
- The Smithsonian’s National Museum of African American History & Culture will receive $2.5 million from the Foundation.
- Providing support for students of color at North Carolina colleges through multiple multimillion-dollar academic foundations.
The Michael Jordan Family Resource Center’s Executive Director, Naomi Roberson, argues that Michael Jordan does more than donate money, he mentors youth, particularly Black men who are seeking to overcome systemic barriers. A key part of his message focuses on the benefits of having positive role models, channeling the competitive spirit in positive directions, and never losing faith in one’s abilities.
He enjoys family time with his wife Yvette, seven children, and grandchildren in addition to his work and philanthropic endeavors. In addition to golfing and fishing, he maintains a private residence in Florida where he enjoys quiet getaways on the courses and waters. In addition, he stays connected to the game he loves through NBA broadcast partners such as ESPN and TNT.
FAQs About What is Michael Jordan Doing Now
What is Michael Jordan’s current net worth?
According to estimates, Michael Jordan’s net worth will be around $2.2 billion by 2023, making him the richest athlete in the world. Most of his wealth comes from ownership stakes in NBA teams like his Charlotte Hornets and lucrative endorsement deals like Nike’s Air Jordan.
Does Michael Jordan still have an official role with the NBA?
Michael Jordan retains an official role with the NBA, even though he is no longer active as a player or coach. Providing strategic guidance on a wide range of topics like personnel decisions, marketing, and more, he is the majority owner and head of basketball operations for the Charlotte Hornets franchise.
What endorsement deal brands does Jordan currently have?
The biggest endorsements Michael Jordan has at present are with Nike/Air Jordan, Gatorade, Hanes, Upper Deck trading cards, and Tequila Avión. Since his early days, he has been very selective in selecting brands that align with his personal image and competitive philosophy.
How much did Michael Jordan’s Air Jordan brand with Nike earn in 2022?
In fiscal year 2022, Nike would earn over $5 billion in revenues from its Air Jordan brand, according to analysts at Morgan Stanley. Even after retiring from the NBA nearly 20 years ago, Jordan continues to have a global appeal and marketing power.
What is the Michael Jordan Family Resource Center?
In Wilmington, North Carolina, Jordan founded a philanthropic organization called the Michael Jordan Family Resource Center. A variety of educational, medical, counseling, and support resources are provided to area underprivileged families.
Does Michael Jordan still play basketball recreationally?
He still plays basketball recreationally from time to time, despite no longer competing at an elite level. It has been reported that he holds pick-up games at his private court in Florida and has appeared at celebrity exhibitions.
What other business ventures is Michael Jordan involved with?
In addition to his Charlotte Hornets team and Air Jordan brand, Jordan has invested in a variety of other areas, from NASCAR racing (23XI Racing NASCAR team) to tequila (Avión tequila brand) to digital gaming (aXiomatic esports).
How did Michael Jordan first get involved with the Charlotte Hornets?
When the Charlotte Hornets (then the Bobcats) were established in 2004, Jordan became a part-owner. Taking over majority ownership of the team in 2010 was a significant step for him.
What college did Michael Jordan attend?
In 1982, Michael Jordan led the University of North Carolina to an NCAA National Championship, in which he played college basketball from 1981-1984.
What year did Michael Jordan get drafted into the NBA?
As a junior at North Carolina, Michael Jordan was selected by the Chicago Bulls third overall in the 1984 NBA Draft. As a member of the Washington Wizards and Chicago Bulls, he played 15 seasons in the NBA.
How many NBA championships did Michael Jordan win?
Throughout his career, Michael Jordan won six NBA championships, including three with the Chicago Bulls (1991, 1992, 1993) and three with the Houston Rockets (1996, 1997, 1998).
What iconic thing did Michael Jordan do with his tongue?
A signature move of Michael Jordan while driving to the basket or performing an athletic move was sticking his tongue out almost tauntingly.
What sport did Michael Jordan surprisingly play professionally besides basketball?
Michael Jordan surprisingly began a professional baseball career after retiring from the NBA in 1993-1995, 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?
According to a report by the International Shoe Industry Association, the Air Jordan 1 is the most iconic and best-selling sneaker model in the history of sneaker culture, followed by the Air Jordan 3, the Air Jordan 5, the Air Jordan 6, the Air Jordan 11, and the Air Jordan 13.
What prestigious honor did Michael Jordan receive from Harvard University?
It is their highest honor to recognize contributions to African and African American culture and society that Harvard University gave Michael Jordan the W.E.B Du Bois Medal in 2022.
What is Michael Jordan’s competitive philosophy?
With a “Go For The Kill” mindset and relentless drive to be the absolute best, Michael Jordan has always approached everything from sports to business to life with ultra-competitiveness. His brand exudes this mentality.
Does Michael Jordan have grandchildren?
There’s no doubt that Michael Jordan has embraced the role of grandfather in the past few 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?
In addition to golfing and fishing, Michael Jordan coaches his son’s basketball team, watches movies, and spends quality time with his family.
Conclusion
He reached the pinnacle of the sports universe during his playing days thanks to his relentless competitive fire and strive for excellence. Nonetheless, Jordan has cultivated a business empire based on these same intangible traits and earned enduring global icon status over his 40 years as a Chicago Bull.
Any venture MJ takes on in the future, whether it is as an owner of the Hornets, in the boardrooms, or in broadcasting, you can count on it being filled with that signature competitive intensity. Michael Jordan is more than just a game winner-he has always had a championship mindset and a thirst for the best.
