“The Jordan Effect” by Roy Johnson and Ann Harrington is an in depth analysis of Michael Jordan’s impact on the economy during his tenure in the National Basketball Association. Of course Michael stands alone as the consensus pick for greatest basketball player of all-time, he has all the accolades and awards to back that statement. For one second just take the time to think how much Michael has changed sport as a whole, not just basketball, but all professional sports. The reason there will never be another Michael Jordan is not just because of his NBA records and championships, but because of his accomplishments off the court. Jordan just so happen to be in the right place at the right time and him and the entire league benefited from it.
It’s a simple concept, put his face, logo, autograph, or anything on an item and it’s guaranteed to sell. I grew up during the Jordan era, about one hour and a half away from Chicago. As a young adolescent I craved his shoes as many other kids my age did. Growing up my society valued Michael’s persona so much that if you didn’t have a pair you where consider as “lame” or “not cool.” According to the figures calculated by the Jordan effect, as of 1998 Michael Jordan was a $10 billion man. That number of course has increased over the past 10 years and is still climbing. The Jordan effect calculates everything from his salary, endorsements, impact at away stadiums, television ratings, and of course his revenue from the Jordan “brand.” It is amazing what Michael Jordan meant to the NBA not just as a player, but as a product, and investment.
Another thing that I find interesting is the impact Michael’s Retirement had on the NBA. The NBA went through a lot of turmoil after Michael’s retirement, ratings declined immediately and the league suffered. I think a lot of the new rules and policies in the NBA are directly correlated with the ratings decreasing and Michael retiring. Rule changes where implement to speed up the past of the game, and outlaw hand checking. A dress code was issued and a new rule that required players to attend college for at least one year. I feel that these incidents are indirectly a result of Michael’s retiring. As I see it with the success of the NBA Finals last year, (two big market and historically prestigious teams in Boston and Los Angeles) the NBA is just regaining it’s former swagger with a new cast of all-stars and Lebron James doing his best Michael Jordan impression.
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I really love this Gatorade clip, "Like Mike." Watching this clip, I was reminded that Michael Jordan's oldest son, Jeff Jordan, is on the team at the University of Illinois. I looked him up and this is what it says: http://fightingillini.cstv.com/sports/m-baskbl/mtt/jordan_jeff00.html
I was especially interested to note that he received an academic scholarship to the University of Illinois. I have always wondered what it must be like to follow the legendary path of his famous father, but it appears that he is carving out a separate identity for himself. Good for him!
Nice analysis of the Jordan effect, especially in the aftermath of the Jordan era. I had not thought about all the ways that his retirement continues to effect the NBA today.
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