Two hundred and forty million dollars. An inexplicably large sum? Check. An irrefutable indication of the massive growth of the NBA as a market? Check. The combined salaries of the five highest-paid players in the league this season? Check. A dazzling reminder of the kind of gravity and sway names like LeBron James and Stephen Curry have on the market? Check. Less than the amount Michael Jordan is earning, according to the latest estimates? Check. Wait, what?

One of those statements doesn’t line up with the rest, don’t you think? Despite stepping away from the game nearly two decades ago, Michael Jordan remains the most popular name in the sport. While many will try to argue, the numbers seem to speak for themselves.

The sheer impact of Michael Jordan, even in 2023

When you look at the five highest-paid players this season, there are some names that have made a lasting change in the sport as a whole. Steph Curry has become synonymous with the 3-point shot and its effect on the league. The King, on the other hand, was responsible for ushering in the player movement era, defining nearly 15 years of the NBA. While Kevin Durant would surpass any expectations to have from a 7-footer, Nikola Jokic and Joel Embiid have brought big men’s basketball back – and how. Still, their brand is reliant on skill and finesse instead of raw, brute force.

But, one name whose impact is often understated is that of Michael Jordan. From an on-court standpoint, His Airness was responsible for taking the league to new heights globally, expanding on the foundations of Magic Johnson and Larry Bird. But his impact on the business side is just as important.

Jordan was the first NBA superstar to sign an exclusive brand deal with a signature shoe line. The Jordans, about as famous as any sports-related accessory, were frowned upon by the league. As a result, the first couple of years saw the five-time MVP pay an extra fine for wearing his signatures.

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Over time, however, the name and brand persevered. Today, it is the singular example most athletes look towards. Further, it has also provided all of them with a model to follow for their shoe deals. All five of this season’s highest-paid stars – whose earnings add up to a staggering $241,679,748 – have exclusive brand-specific deals for their shoes with signature lines. But that’s where MJ is a class apart.

In terms of sales and popularity, none of their signature shoes and deals are as grand as Jordan’s. As Joe Pompliano would break down, the six-time NBA champion’s stranglehold atop the revenue food chain is insurmountable. For the calendar year, Nike made $6.6 billion, owing to the Jordan Brand. Taking into account His Airness’ approximate 5% share, that equates to his earnings at around the $330,000,000 mark. But those statistics might just be the beginning.

The stranglehold of Nike

Atop the sports footwear food chain, Nike’s crown is indisputable. Since that auspicious deal with Michael Jordan, the brand has gone from strength to strength. Apart from basketball, the brand continues to expand its horizons. However, its supremacy at the top might just reach a ridiculous height soon.

According to Joe Pompliano, “Nike also says the Jordan Brand is on a ‘clear path’ to becoming North America’s 2nd largest footwear brand — behind Nike, but ahead of Adidas, Puma, New Balance, and everyone else.” 

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Simply put, that would make Nike the division leader and its own subsidiary a runner-up. With the Kobe Bryant lines getting their own unique marketing after their re-launch, it doesn’t seem like Nike plans on slowing down anytime soon.

With a name like Jordan under their banner, more stars continue to gravitate towards the brand. Their run might just be beginning.