The gap between eras was brought to attention today as the latest installment in MJ: Insights to Excellence was aired as a part of NBC‘s coverage of the 2025-26 NBA season. In the new clip from Mike Tirico’s interview with Michael Jordan, the subject was an intriguing question: has branding overtaken basketball?

“I’m part of the reason why everybody tries to get a logo,” the Chicago Bulls legend told Tirico when asked about why many current players wish for their own logos. “That brand established based on what I did on the basketball court… I put the work first, and then the brand evolved based on the work.”

The Jumpman logo is one of the most recognizable icons on the planet, and is worth billions. However, Jordan does have  a point; the logo didn’t make the player. Despite his success with the brand, it’s clear to both him and many viewers that he himself, not marketing or branding, set the foundation for Air Jordan’s success.