Michael Jordan reappeared publicly, and he did it with a firm stance. The legend signed an agreement with NBC as a special contributor, a position from which he offered direct commentary on the league’s present and on how players have evolved into commercial brands.
Jordan recalled the origin of Jumpman and explained its development within a real athletic context. “Now, it’s like a prerequisite. Everybody has to have a logo,” he noted. Then he went deeper: “I didn’t put the brand before putting in the work.”
“I put the work first and then the brand”
According to a Firstsportz report, Jordan argued that there is an accelerated level of commercial recognition that does not correspond with the quality shown on the court. He compared the current landscape to the years when every step required validation through performance. That contrast makes him uncomfortable.
En una reciente entrevista, Michael Jordan declaró que es la razón por la que todo el mundo busca ser el logo de una marca en la NBA actualmente:
“Estoy bastante seguro de que soy parte de la razón por la que todos intentan tener un logotipo… Pero la cuestión es que esa marca… pic.twitter.com/1PRfn9W9FV— Pasion Basket (@PasionBasketNBA) December 3, 2025
During the television segment, he even explained how he advised Anthony Edwards, one of the league’s emerging stars. He emphasized offensive development but also insisted on building a reputation based on concrete results.
Jordan also addressed load management. He argued that competition should be faced without unnecessary limitations and with respect for the people paying to watch. His stance aims to recover the logic where performance drives the commercial narrative and not the opposite.
That contrast with the current generation sparked immediate debate. Many observers agree that the personal-branding model has accelerated. Jordan, however, defended earning merit before any visual symbol. He acknowledged that he unintentionally created a trend that he now considers distorted.
