Michael Jordan, every mention
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tap a year for its mentions
every year anyone David Rosenthal 69Ben Gilbert 39David Senra 4Mark Zuckerberg 2
Verbatim, from the transcripts: the passages where Michael Jordan comes up
Formula 1: Fast cars, celebrities, and B2B software (Audio) · Acquired
- ▶ 2:34:57 Ben Gilbert It's like Jordan on the Wizards.
- ▶ 2:34:58 David Rosenthal Yeah, this is the Jordan and the Wizards era.
The NFL: How small-town teams became America's most valuable sports empire (Audio) · Acquired
- ▶ 3:40:22 Ben Gilbert The NBA Finals per game draws just ten million viewers, down from its peak in the 25 to thirty million during the Michael Jordan era in the nineties.
Rolex (Audio) · Acquired
- ▶ 2:25:20 David Rosenthal I mean, I don't think the Federer Rolex relationship is quite like a Michael Jordan Nike relationship, but it's in that next tier of great athlete partnerships, and there's a couple really interesting things about golf and tennis…
TSMC · Acquired
- ▶ 1:32:07 David Rosenthal He's like, Jordan, he's beyond Jordan at this point.
Acquired LIVE from Chase Center (with Daniel Ek, Emily Chang, Jensen Huang and Mark Zuckerberg) · Acquired
- ▶ 1:18:22 Mark Zuckerberg I kind of, I kind of think my, you know, like that old Nike Michael Jordan ad where he's talking about how he's failed over and over and over again, and that's how he succeeds.
The Mark Zuckerberg Interview · Acquired
- ▶ 10:05 Mark Zuckerberg I kind of think my, you know, like that old Nike Michael Jordan ad where he's talking about how he's failed over and over and over again, and that's how he succeeds.
Renaissance Technologies (Audio) · Acquired
- ▶ 11:29 David Rosenthal And Jim ends up being a Hall of Famer mathematician, but he's not Tom Brady.
Nike (Audio) · Acquired
- ▶ 4:43 David Rosenthal An item among many that is not discussed in the movie is that Rob, shortly after signing Jordan, had an enormous fight with Phil Knight, left the company with Peter Moore, who was the designer behind Jordan's, and ended up joining Adidas…
- ▶ 2:09:07 David Rosenthal There's no Jordan.
- ▶ 2:14:29 David Rosenthal But, 1984 was also the seed of something pretty incredible that would make everything that happened before in Nike look like child's play, and that would be a young kid from North Carolina, Michael Jordan, who walks in the door.
- ▶ 2:15:07 David Rosenthal Michael Jordan saved Nike.
- ▶ 2:15:25 Ben Gilbert You know, Vaccaro never flew to North Carolina to negotiate at Michael's house with Michael's mother.
- ▶ 2:16:06 David Rosenthal The big important thing from Michael Jordan, the Air Jordan one, and then everything it became in the Jordan brand is that it didn't just save Nike.
- ▶ 2:16:47 David Rosenthal Air Jordans and Michael Jordan made sneakers into culture.
- ▶ 2:17:20 Ben Gilbert Jordan wasn't quite that.
- ▶ 2:17:24 Ben Gilbert He was not as big and as physical as a lot of the guys dominating the NBA at the time, and so doing a big deal with Jordan really was more of a gamble for Nike than they would do with really any athlete today.
- ▶ 2:17:52 David Rosenthal And together with Sonny Vaccaro, as portrayed in the movie, goes after Jordan, but Strasser puts it all together.
- ▶ 2:19:10 David Rosenthal It wasn't Jordan who asked for that.
- ▶ 2:19:14 David Rosenthal They thought, we need to incentivize Jordan to build the dream here.
- ▶ 2:19:41 Ben Gilbert Of course, Nike, it turns out, it was a big paycheck that they cut Jordan for years and years and years.
- ▶ 2:20:08 David Rosenthal They include a clause that Jordan gets a royalty on incremental sales in future years beyond the baseline of
- ▶ 2:20:40 Ben Gilbert I had no idea that Jordan got a royalty of non-Jordan shoes.
- ▶ 2:21:01 David Rosenthal They also give Jordan stock options in the company.
- ▶ 2:21:27 Ben Gilbert Is there any scenario where Jordan has any downside, or is all of the downside owned by Nike?
- ▶ 2:21:49 David Rosenthal Jordan didn't want to work with Nike.
- ▶ 2:21:53 David Rosenthal Jordan wanted Adidas.
- ▶ 2:21:54 David Rosenthal Jordan was a kid in the eighties, like a teenager.
- ▶ 2:22:09 David Rosenthal That was what Jordan wanted.
- ▶ 2:22:11 Ben Gilbert And so to put a finer point on this here, Jordan didn't wanna be Nike's partner, so he basically wasn't, and they backed up the truck for him.
- ▶ 2:22:41 David Rosenthal So, Jordan actually takes the deal and shops it to Adidas afterwards, and he's like, I really don't want to go with Nike.
- ▶ 2:22:55 David Rosenthal We could give you a 100,000 dollars a year, you know, and uh, and so reluctantly Jordan goes with Nike.
- ▶ 2:23:03 David Rosenthal It sets up the incentives, even though Jordan has no downside.
- ▶ 2:23:08 Ben Gilbert Jordan also is on offense all the time.
- ▶ 2:23:59 David Rosenthal So, put aside the halo royalties that Jordan is getting on the rest of Nike basketball.
- ▶ 2:24:13 David Rosenthal That's 6.3 million dollars that Jordan got from Nike in 1985.
- ▶ 2:24:18 David Rosenthal Do you know what Jordan's contract with the Bulls was?
- ▶ 2:24:37 Ben Gilbert I always wanted to think of this story as like, wow, Jordan took some risk and it paid off big on the back end.
- ▶ 2:24:57 David Rosenthal One, none of this would have happened if Jordan didn't turn out to be Jordan.
- ▶ 2:25:26 Ben Gilbert And I think he's Michael Jordan, so whatever the thing was, he got all three of them.
- ▶ 2:25:43 David Rosenthal One, Jordan had to become Jordan.
- ▶ 2:25:49 David Rosenthal There's this great quote from Jordan when he retired for the first time.
- ▶ 2:26:03 David Rosenthal Michael Jordan's life was no longer the life of a normal person or anything close to it.
- ▶ 2:26:19 David Rosenthal Jordan became a dream.
- ▶ 2:27:14 Ben Gilbert Did people just love Michael Jordan?
- ▶ 2:27:30 Ben Gilbert Jordan starts wearing, in preseason and in warmups, some modified airships, cuz Nike's actually not done making the Air Jordan One yet.
- ▶ 2:27:51 Ben Gilbert And so, Jordan's getting ready to play in the league with these black and red shoes, which again, he hasn't actually worn on court.
- ▶ 2:28:59 Ben Gilbert Over an 82 game season, and facing possible ejection, it's a big tab for Nike, and it's a big problem for Jordan.
- ▶ 2:29:25 Ben Gilbert Anyway, so Jordan, they just film him in this incredible commercial where he's just standing there, and the camera pans down from his head to his feet, where he's wearing the black and red, and it just goes bong, bong, and puts these black…
- ▶ 2:30:18 Ben Gilbert Between Nike and the NBA, or Nike and Michael Jordan, because the fine was never levied.
- ▶ 2:30:54 David Rosenthal It's not the dark side of Michael Jordan's fame.
- ▶ 2:31:31 David Rosenthal Nike needed that first year of the Jordan deal to be a huge hit.
- ▶ 2:32:23 David Rosenthal Jordan broke his foot early in the season of his second year, missed most of the season.
- ▶ 2:32:36 David Rosenthal This was where Strasser, who again had masterminded all of this, the Jordan deal, the Jordan ones, working with his collaborator Peter Moore, all this stuff, they kind of went rogue.
- ▶ 2:33:07 David Rosenthal Jordan didn't like the shoes.
- ▶ 2:37:26 David Rosenthal Back to Jordan.
- ▶ 2:37:30 David Rosenthal Jordan's not happy.
- ▶ 2:37:44 David Rosenthal Jordan's gonna go to Adidas.
- ▶ 2:37:47 Ben Gilbert I mean, Jordan's deal is up in 90, right?
- ▶ 2:37:56 David Rosenthal So, in year three, Jordan is so unhappy
- ▶ 2:38:03 David Rosenthal Adidas with Strasser, not yet at the helm, but whispering in the ear, is gonna be willing to do a Jordan-type deal for Jordan.
- ▶ 2:38:11 David Rosenthal Michael always wanted Adidas anyway.
- ▶ 2:38:24 David Rosenthal They schedule a pitch meeting with Jordan.
- ▶ 2:39:19 David Rosenthal Now that Strasser and Moore are gone, Tinker is the star that he can give Jordan.
- ▶ 2:39:24 David Rosenthal He says, go fly out to Chicago, go with Howard White, Jordan's guy at Nike,
- ▶ 2:39:46 David Rosenthal Tinker sits down with Jordan and he's like, tell me what you don't like about the Jordan II.
- ▶ 2:39:57 David Rosenthal I'm Michael Jordan.
- ▶ 2:40:03 David Rosenthal In an ideal world, Michael, what shoe would you want?
- ▶ 2:40:08 David Rosenthal And Michael's like, well, I want a great basketball shoe that will also look great off the court, but it needs to be both.
- ▶ 2:40:23 David Rosenthal So he goes back to Nike, works feverishly, Jordan comes in for this last ditch
- ▶ 2:40:47 David Rosenthal Phil hands the meeting over to Tinker, and he's like, Michael, I took notes on our conversation.
- ▶ 2:40:56 David Rosenthal And he pulls the shroud off and hands the shoe to Jordan, and he's like, it's the shoe you asked for.
- ▶ 2:41:51 Ben Gilbert But Michael Jordan didn't really want to be a Nike, so the only way to keep him is to kind of hide the swoosh.
- ▶ 2:42:27 David Rosenthal Jordan agrees to stay with Nike.
- ▶ 2:43:44 David Rosenthal This is when they do the Spike and Mike ads with Spike Lee.
- ▶ 2:43:51 David Rosenthal Jordan earns over the course of this contract easily at least a hundred million dollars.
- ▶ 2:44:49 Ben Gilbert Alright, so you mentioned how much he made at the end of that seven year contract.
- ▶ 2:45:37 Ben Gilbert Jordan's making over three hundred million dollars a year from the Jordan brand at a five-ish percent royalty.
- ▶ 2:45:43 David Rosenthal He retired for the last time 20 years ago.
- ▶ 2:45:51 Ben Gilbert Michael Jordan will make five, maybe ten billion dollars over his lifetime from the Jordan brand.
- ▶ 2:46:00 Ben Gilbert He's effectively a founder of a brand
- ▶ 2:46:15 Ben Gilbert So he did active work for many years in order to build the brand equity, but he does passive work now to keep it alive.
- ▶ 2:46:24 Ben Gilbert Of course, he has sort of input on who they're signing to the Jordan brand.
- ▶ 2:46:27 Ben Gilbert He has sort of a vote in that.
- ▶ 2:46:30 Ben Gilbert But in Michael staying out of trouble, and Michael staying the dream, he builds a tremendous amount of brand equity, and Nike reaps 95% of that.
- ▶ 2:46:43 Ben Gilbert They're happy to cut him three hundred million dollar checks.
- ▶ 2:46:51 Ben Gilbert But Jordan totally has had to shape his life in order to be the dream Michael.
- ▶ 2:47:01 Ben Gilbert He is so synonymous with the brand that he has to be perfect to keep the brand doing what it's doing.
- ▶ 2:47:06 David Rosenthal And that's the dark side for Michael.
- ▶ 2:47:08 David Rosenthal One more really critical thing I want to say about all this and Jordan and the building of the dream and the changing of culture before we move on to all the rest of Nike history, which we will cover here.
- ▶ 2:47:47 David Rosenthal With ESPN and SportsCenter, those athletes and Michael Jordan being all over that, twenty-four-seven every night, that was twenty million dollars a night of free advertising.
- ▶ 2:51:00 Ben Gilbert 2003, Michael Jordan retires.
- ▶ 2:51:15 Ben Gilbert And that's been the delta since he stopped playing basketball.
- ▶ 2:51:29 Ben Gilbert Yeah, Jordan has completely transcended a sponsorship deal and turned into a brand.
- ▶ 2:51:35 Ben Gilbert The notion, the platonic ideal of Jordan is a brand more than a human.
- ▶ 2:57:35 Ben Gilbert But there became, David, to your point about Jordan and Nike creating culture and participating in cultural movements and changing the way that people move around in the world and having a sneaker as a thing that defines you rather than a…
- ▶ 3:11:40 Ben Gilbert And they had lots of counter positioning in the old days, like the whole Jordan thing was a pure counter positioning play.
- ▶ 3:11:45 David Rosenthal Yes, in that the other companies couldn't do it because Magic and Bird would never tolerate Jordan getting a fundamentally much better deal.
- ▶ 3:13:05 David Rosenthal Unquestionably, that was the case in 1984 with Michael Jordan, and then again in 1987, 88, when they renegotiated the deal.
- ▶ 3:36:28 David Rosenthal It even continued through to the Jordan story, right?
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