In Episodes 5 and 6, Jordan becomes a certified global phenomenon — and comes under fire
Do we have Jordan to thank for sneaker culture? Arguably. Though credit should perhaps go to his agent. Or to his mom. As Episode Five details, the marketing juggernaut that was Michael Jordan began when David Falk met the phenom in 1984, and the agent’s eyeballs turned into dollar signs. Falk’s idea was to take the rookie and, though he was a team-sport athlete, treat him like a Jimmy Connors or John McEnroe — the endorsement icons of the day.
The rest is hypebeast history. Nas and Justin Timberlake show up to verify what a monumental deal the shoe was to Nineties kids. So, too, does Spike Lee, whose famous black and white commercials featuring hisbe the shoes!” — became a sensation in their own right. Even at the 1992 Olympics, essentially an exhibition for the first American squad composed of pros, Jordan prowled like an electric eel, always ready to attack. He rallied the team to humiliate Toni Kukoc, then a promising Croatian star who Krause was trying to lure to Chicago while Scottie Pippen’s contract negotiations lagged. But even the other Dream Teamers weren’t safe. During a practice scrimmage in Monte Carlo, Johnson and Jordan, on opposing squads, jawed at each other throughout.
The incident has remained a stain on Jordan’s reputation , though he seems comfortable with his decision to steer clear of politics. “I never thought of myself as an activist,” he says. “I thought of myself as a basketball player. That was where my energy was. It’s never gonna be enough for everybody. I know that, I realize that.”
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