Major companies such as Nike often find themselves under the scrutiny of the public, being one of the colossal players in the industry. Back in the 90s, the brand was accused of major issues with their labor practice. While Nike was indeed one of the significant forces with an extensive global reach, it couldn’t escape the ruthless criticism. The star and face of the brand, Michael Jordan was also in the spotlight for the same reason. 

In the New York Times bestseller book, Playing for Keeps: Michael Jordan and the World He Made, David Halberstam gives insights into the whole situation.

Michael Jordan was stunned by the unexpected criticism 

People are well aware of the Chicago Bulls legend’s impact on Nike. However, his association with Nike made him a focal point for both admiration and critique. Just like the other sports stars and celebrities associated with the brand, Jordan also didn’t expect the challenges that come with being part of a corporate giant in the ever-watchful eyes of the public. 

As mentioned by the author of the book, he was stunned by how things turned down suddenly. There were also cartoon pictures of the legend and Nike that made headlines after featuring in the comic book, Doonesbury. Speaking of the situation, Halberstam elaborated, “The furor seemed to bewilder Jordan, who, like other celebrities caught in the name brand apparel game, never thought that the easy affluence his endorsements brought him would or should have that kind of a downside,” He added, “nor that he would become a target of pickets for allegedly exploiting children in some far-off country.”

Caught in the ‘name-brand apparel game‘, the basketball legend found himself perplexed by the sudden backlash.

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Phil Knight was equally bewildered by the situation 

According to reports, in 1998, numerous factory workers producing Nike shoes in Vietnam experienced challenges such as low wages and other issues. In his book, Halberstam also discussed the trip to the Vietnam factory that Jordan was considering in the spring of 1998. However, that trip was postponed later on. From the book, we also find out Jordan wasn’t the only one who was baffled. Co-founder of Nike, Phil Knight also faced a similar situation.

He wrote, “If there was anyone more bewildered than Jordan by the furor it was Knight himself. Asia had long fascinated him.” He added, “Long ago he had sensed the rising importance of that region not just as a market but, more important, as a challenger to traditional Western economic hegemony.”

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