Michael Jordan shocks by claiming credit for the rise of athletes building their own brand empires

Michael Jordan didn’t just transform the NBA with his game; he also paved the way for athletes to create their own brands and logos, a phenomenon that now defines basketball superstars.

In a recent interview with NBC, Jordan made it clear that his influence goes far beyond the court. “Now it’s almost a prerequisite—everyone has to have a logo. I’m part of the reason why everyone tries to have a logo and a brand, but the brand was built based on what I did on the basketball court.”

Michael Jordan: the origin of an empire and influence on a new generation

Today, figures like Stephen Curry, Kevin Durant, and Kyrie Irving follow in Michael Jordan footsteps, not just for money but to craft an image that transcends the sport.

The Chicago Bulls pioneer was the first to show that combining talent with personal branding could create an unprecedented cultural and financial legacy.

Jordan emphasized that his famous logo wasn’t born in a lab—it evolved from his work and image. “I didn’t prepare the brand before doing the work. I did the work first, and then the brand evolved because of it.”

This advice carries particular weight for the NBA new generation. Players like LaMelo Ball, Klay Thompson, and Ja Morant already have their own lines. But Jordan stresses that building a brand requires effort, excellence, and recognition on the court first.

His implicit critique is clear, creating a logo isn’t enough; you have to earn the right for the brand to represent something authentic.

Beyond the logo: the true essence of a legacy

Michael Jordan also reminded everyone that his legacy is rooted in his performance as a player. Not the commercials or sneakers bearing his name.

“Generationally, I like to think that most of the time people will remember Michael Jordan based on what he did on the basketball court, not always the commercials he made,” he stated.

Ultimately, Jordan redefines the relationship between talent and branding, a brand should honor an athlete’s career, not define it.

His influence remains palpable in every contract, every logo, and every new shoe line. Proving that behind every athlete building their empire today lies a legacy he helped cement.