Michael Jordan’s publicists have done a great job since his second retirement. His “are-you-stupid-of-course-I-can-dunk” statement in the Jay Leno show has documented his transformation from a basketball king to a humorous and approachable celebrity living on earth with us.
Michael Jordan, arguably the best NBA player ever, has not lost spotlights for both himself and for the Jordan Brand. He became more like a “human” and a lovable figure. In the past, people always regarded Michael Jordan as a tough and even aggressive player. He was criticized for being mean to his teammates, who, as secular figures, had a hard time living up to the high standard Michael Jordan had always striven to be. A report on his former GM Jerry Klause’s reaction when Jordan was introduced in to the Hall of Fame revealed Jordan’s alienation with people around him during his NBA career.
However, things seemed to change after Michael stepped down his shrine on basketball court. When he gave his Hall of Fame introduction speech, he wept and moved the audiences. He sensitiveness stood out the ceremony and showed the public he had feeling and emotion. He was a six-time NBA Finals MVP, but, after all, he was still a human. Such image is very important for him after he was no longer playing basketball, say, in public.
His recent appearance in the Jay Leno Show was the epitome of his turnaround in recent years. He revealed anecdotes people rarely knew before. When asked if he had ever asked for someone’s autograph, he answered “I don’t know what someone’s name on a piece of paper is gonna do for you.” He contradicted himself soon after he was asked to name a figure he wanted to be. His answer was Dr. Martin Luther King, and he would like to have his autograph. Like us, he also has his idol.
The highlight came as Jay Leno asked the “dunk” question. Not sure whether it was a delay in the teleconferencing signal or Jordan’s shocked by the no-brainer, he hesitated for a while before spitting out:
“Can I still dunk? Are you stupid? Of course I can dunk. I am old, but I am not lame,” he was, for sure, not serious at all.
His straightforward but humorous answering style has showcased a different image from people’s stereotype. His charity work was revealed when introduced at the beginning of Jay Leno’s teleconference. His publicists are trying to convey the message of Michael’s being a more approachable figure. We see that Jordan has been endowed a new image, which is positive to his post-player career in the long run.
Besides, he did not forget to assure his avid basketball fans Bill Jones could still dunk if he wanted.
From the standpoint of public relations, Michael Jordan’s publicists have successfully made a twist on his public images. It is just like his games. When he jumped lower, he won more.
P.S. Bill Jones was one of the alias he used when he checked in.
PR Needs Some Exercise 