Michael Jordan was an activist after all
New York Times
last updated: Apr 17,2023

On the first road trip of his NBA career, in the fall of
2001, Etan Thomas looked out the window of the Washington Wizards’ team bus and
was stunned by the massing crowd around the hotel.
He asked Christian Laettner, the veteran forward:
“Is this how the NBA is?”
Laettner laughed. “No, young fella,” he said. “This isn’t
for us. They’re here for M.J.”
This was lesson No. 1 of Thomas’ two-year tour with Michael
Jordan, who had returned to the league from a three-season absence after his
last dance with the Chicago Bulls. Along with him came the deluge of lights,
cameras, action.
The young, inquisitive Thomas could not help but wonder:
What about the activism? Why was Jordan not doing more with his spotlight?
“I was thinking that Michael didn’t lend his voice to causes
where he could have helped,” Thomas said in a recent interview, 20 years
removed from his time with the man on whose shoulders the sport dramatically
rose in popularity worldwide.
Jordan played his final NBA game on April 16, 2003, scoring
15 points in a 20-point defeat in Philadelphia. That season, with him turning
40 in February and dealing with a knee that Thomas remembered could swell like
a grapefruit, Jordan averaged a modest (for him) 20 points per game. He played
37 minutes a night and in all 82 games — part of a legacy that should admonish,
if not embarrass, today’s load-managed NBA elite.
Jordan retired as a six-time champion with many believing,
and now still insisting, there was no one ever greater. Such conviction has
only been heightened by the widespread appeal of “The Last Dance,” a 10-part
ESPN series about Jordan’s Bulls that was broadcast in 2020, and the current
feature film “Air,” starring Ben Affleck, Matt Damon, and Viola Davis.
The flip side of Jordan mania was the derision directed at
him for appearing not to use his enormous popularity and platform as a premier
Black athlete for the benefit of social or political change. For all the
interviews he did, what arguably remains the most memorable quotation
attributed to him — “Republicans buy shoes, too” — ostensibly rationalized his
unwillingness to endorse Harvey Gantt, an African American Democratic candidate
in a 1990 North Carolina Senate race against Jesse Helms, a white conservative
known for racist policies.
On a broader scale, it reflected the narrative that followed
Jordan into the 21st century: that he was a hard-core capitalist without a
social conscience. Sam Smith, the author in whose 1995 book the quotation
originally appeared, has many times called it an offhand remark during a casual
conversation — more or less a joke — and said he regretted including it. In the
ESPN series, Jordan said he made the comment “in jest”.
In recent tumultuous and polarizing years, Jordan has become
more public with his philanthropy and occasional calls for racial justice. And
given two decades to consider the precedents he set, the boardrooms he bounded
into, and how he ascended from transcendent player to principal owner of the
Charlotte Hornets, the context has shifted enough to ask: Did he actually blaze
a different or perhaps more impactful trail to meaningful societal change?
Thomas, who after his nine-season NBA career has been an
activist, author, and media personality, said his reconsideration of the 1990s
Jordan narrative began before Jordan retired for good.
He recalled sitting in the Wizards’ training room one day
with Jordan and a member of his entourage when Jordan asked him about a book he
had noticed Thomas reading. Thomas recalled it was likely Eldridge Cleaver’s
“Soul on Ice”.
“That got a conversation going and Michael’s guy started
talking about the charitable things he did without publicity,” Thomas said. “He
mentioned an event at an all-white golf club, where of course they let Michael
play, but there were no Black members, and how Michael threatened at the last
minute to back out if they didn’t change their policy.”
Thomas added: “I told Michael, ‘That’s something people
should know and then maybe they wouldn’t be saying the things they do about
you.’ He just said, ‘I don’t do that.’ And his guy said, ‘See what I mean?’
After that, I could never hold him up as the antithesis of the activist
athlete, the opposite of Muhammad Ali and Bill Russell. It’s not that simple.”
In “Air,” Davis, powerfully portraying Jordan’s mother,
Deloris Jordan, dramatically foresees momentous change benefiting African
American families of modest means after she had engineered a groundbreaking
deal with Nike upon Jordan’s 1984 entry into the NBA.
A screenwriter’s indulgent license, perhaps, but who can
argue that Jordan didn’t actually do a total rewrite of the script in the
allocation of corporate revenues to athletes? Or that the Nike deal, which
guaranteed him a cut of every sneaker sold, does not make him the godfather of
the name, image, and likeness revenues flowing into the pockets of college
athletes today?
For these reasons, Harry Edwards, the sociologist and civil
rights activist, said on the “Bakari Sellers Podcast” in February 2021 that
Jordan should not be scolded for his sole focus on commercial brand-building
across the 1980s and ’90s.
He called it “an era where the foundations of power were
laid,” ultimately empowering Jordan’s superwealthy descendants to affect
communities — for example, in LeBron James’ staunch commitment to public
education in his hometown, Akron, Ohio.
Len Elmore, the former NBA center who retired from playing
in 1984 to attend law school at Harvard, said he, like others who venerated Ali
and 1960s activist icons, was once bewildered by Jordan’s reluctance to speak
out on issues of equity. Those issues included sweatshop conditions abroad,
where Jordan’s signature sneakers were produced to be sold at premium prices.
“Michael’s years didn’t have what the ’60s had — the Vietnam
War, the civil rights movement,” said Elmore, a senior lecturer in Columbia
University’s Sports Management Program. “There was more of a smoldering of
race, but it wasn’t on fire.
He added: “I’m not defending Michael’s not taking a stand.
But the reinterpretation of his legacy depends on what you saw then and what
you see now.”
While Thomas was not around the league during Jordan’s prime
as a player and pitchman, his view of that era is based on interviews he has
done for his books and his podcast, “The Rematch.” Those years, he learned,
followed one strategic mandate: NBA Commissioner David Stern’s preoccupation
with marketing.
“He was 100 percent clear in those days — everything was
about growing the game, the bottom line,” Thomas said. “He was dead set against
anything that might turn off the fan base. Even when I came in and made
anti-war comments, David told me, ‘Be careful.’”
Stern, who died in 2020, straddled a fine line between his
mostly progressive politics and fear of alienating consumers. Jordan followed
along as a polished yet cautious spokesperson on controversies, such as the one
that engulfed Mahmoud Abdul-Rauf, who in 1996 was suspended by the league for
refusing to stand for the national anthem for religious reasons.
Was this approach the reflection of a man intrinsically
averse to risk? Did Jordan share the vision attributed to his mother in this
year’s film? Was he unaware that he might have been famous and leveraged enough
to have had it both ways — to both speak out about social causes and remain a
potent pitchman?
James and other more outspoken contemporary stars have
adopted that approach — “changed the narrative,” Thomas said — and with the
apparent support of Stern’s successor, Adam Silver.
It is doubtful that Jordan, in his day, could have built
what he did while doubling as a crusader, said Sonny Vaccaro, who played a
crucial role in corralling Jordan for Nike.
“The league had to grow first,” said Vaccaro, who is played
in “Air” by Damon. “Look, Michael had his troubles — with the Republicans
quote, the gambling, with some of his teammates. But he opened the door. He
changed the world — only no one knew how much he was changing the world until
the next century.”
He added: “LeBron can only be the way he is today because
Michael made it OK for corporations to put their money, huge amounts of money,
on athletes, especially Black athletes. Over time their power and voice has grown.”
Jordan, at 60, deserves to be viewed through the lens of an
evolved narrative, given how high he has raised the bar for athletes outside
the lines, a legacy that will resonate far into the future.
Twenty years after his last professional jump shot, he is
arguably still the most leveraged player in sports. If he were so
inclined, he might even have the muscle, upon walking away from basketball, to
make a competitive run for the seat once held by Helms. His pitch, of course,
was always bipartisan.
Read more Local Sports
Jordan News
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On the first road trip of his NBA career, in the fall of
2001, Etan Thomas looked out the window of the Washington Wizards’ team bus and
was stunned by the massing crowd around the hotel.
He asked Christian Laettner, the veteran forward: “Is this how the NBA is?”
Laettner laughed. “No, young fella,” he said. “This isn’t for us. They’re here for M.J.”
This was lesson No. 1 of Thomas’ two-year tour with Michael Jordan, who had returned to the league from a three-season absence after his last dance with the Chicago Bulls. Along with him came the deluge of lights, cameras, action.
The young, inquisitive Thomas could not help but wonder: What about the activism? Why was Jordan not doing more with his spotlight?
“I was thinking that Michael didn’t lend his voice to causes where he could have helped,” Thomas said in a recent interview, 20 years removed from his time with the man on whose shoulders the sport dramatically rose in popularity worldwide.
Jordan played his final NBA game on April 16, 2003, scoring 15 points in a 20-point defeat in Philadelphia. That season, with him turning 40 in February and dealing with a knee that Thomas remembered could swell like a grapefruit, Jordan averaged a modest (for him) 20 points per game. He played 37 minutes a night and in all 82 games — part of a legacy that should admonish, if not embarrass, today’s load-managed NBA elite.
Jordan retired as a six-time champion with many believing, and now still insisting, there was no one ever greater. Such conviction has only been heightened by the widespread appeal of “The Last Dance,” a 10-part ESPN series about Jordan’s Bulls that was broadcast in 2020, and the current feature film “Air,” starring Ben Affleck, Matt Damon, and Viola Davis.
The flip side of Jordan mania was the derision directed at him for appearing not to use his enormous popularity and platform as a premier Black athlete for the benefit of social or political change. For all the interviews he did, what arguably remains the most memorable quotation attributed to him — “Republicans buy shoes, too” — ostensibly rationalized his unwillingness to endorse Harvey Gantt, an African American Democratic candidate in a 1990 North Carolina Senate race against Jesse Helms, a white conservative known for racist policies.
On a broader scale, it reflected the narrative that followed Jordan into the 21st century: that he was a hard-core capitalist without a social conscience. Sam Smith, the author in whose 1995 book the quotation originally appeared, has many times called it an offhand remark during a casual conversation — more or less a joke — and said he regretted including it. In the ESPN series, Jordan said he made the comment “in jest”.
In recent tumultuous and polarizing years, Jordan has become more public with his philanthropy and occasional calls for racial justice. And given two decades to consider the precedents he set, the boardrooms he bounded into, and how he ascended from transcendent player to principal owner of the Charlotte Hornets, the context has shifted enough to ask: Did he actually blaze a different or perhaps more impactful trail to meaningful societal change?
Thomas, who after his nine-season NBA career has been an activist, author, and media personality, said his reconsideration of the 1990s Jordan narrative began before Jordan retired for good.
He recalled sitting in the Wizards’ training room one day with Jordan and a member of his entourage when Jordan asked him about a book he had noticed Thomas reading. Thomas recalled it was likely Eldridge Cleaver’s “Soul on Ice”.
“That got a conversation going and Michael’s guy started talking about the charitable things he did without publicity,” Thomas said. “He mentioned an event at an all-white golf club, where of course they let Michael play, but there were no Black members, and how Michael threatened at the last minute to back out if they didn’t change their policy.”
Thomas added: “I told Michael, ‘That’s something people should know and then maybe they wouldn’t be saying the things they do about you.’ He just said, ‘I don’t do that.’ And his guy said, ‘See what I mean?’ After that, I could never hold him up as the antithesis of the activist athlete, the opposite of Muhammad Ali and Bill Russell. It’s not that simple.”
In “Air,” Davis, powerfully portraying Jordan’s mother, Deloris Jordan, dramatically foresees momentous change benefiting African American families of modest means after she had engineered a groundbreaking deal with Nike upon Jordan’s 1984 entry into the NBA.
A screenwriter’s indulgent license, perhaps, but who can argue that Jordan didn’t actually do a total rewrite of the script in the allocation of corporate revenues to athletes? Or that the Nike deal, which guaranteed him a cut of every sneaker sold, does not make him the godfather of the name, image, and likeness revenues flowing into the pockets of college athletes today?
For these reasons, Harry Edwards, the sociologist and civil rights activist, said on the “Bakari Sellers Podcast” in February 2021 that Jordan should not be scolded for his sole focus on commercial brand-building across the 1980s and ’90s.
He called it “an era where the foundations of power were laid,” ultimately empowering Jordan’s superwealthy descendants to affect communities — for example, in LeBron James’ staunch commitment to public education in his hometown, Akron, Ohio.
Len Elmore, the former NBA center who retired from playing in 1984 to attend law school at Harvard, said he, like others who venerated Ali and 1960s activist icons, was once bewildered by Jordan’s reluctance to speak out on issues of equity. Those issues included sweatshop conditions abroad, where Jordan’s signature sneakers were produced to be sold at premium prices.
“Michael’s years didn’t have what the ’60s had — the Vietnam War, the civil rights movement,” said Elmore, a senior lecturer in Columbia University’s Sports Management Program. “There was more of a smoldering of race, but it wasn’t on fire.
He added: “I’m not defending Michael’s not taking a stand. But the reinterpretation of his legacy depends on what you saw then and what you see now.”
While Thomas was not around the league during Jordan’s prime as a player and pitchman, his view of that era is based on interviews he has done for his books and his podcast, “The Rematch.” Those years, he learned, followed one strategic mandate: NBA Commissioner David Stern’s preoccupation with marketing.
“He was 100 percent clear in those days — everything was about growing the game, the bottom line,” Thomas said. “He was dead set against anything that might turn off the fan base. Even when I came in and made anti-war comments, David told me, ‘Be careful.’”
Stern, who died in 2020, straddled a fine line between his mostly progressive politics and fear of alienating consumers. Jordan followed along as a polished yet cautious spokesperson on controversies, such as the one that engulfed Mahmoud Abdul-Rauf, who in 1996 was suspended by the league for refusing to stand for the national anthem for religious reasons.
Was this approach the reflection of a man intrinsically averse to risk? Did Jordan share the vision attributed to his mother in this year’s film? Was he unaware that he might have been famous and leveraged enough to have had it both ways — to both speak out about social causes and remain a potent pitchman?
James and other more outspoken contemporary stars have adopted that approach — “changed the narrative,” Thomas said — and with the apparent support of Stern’s successor, Adam Silver.
It is doubtful that Jordan, in his day, could have built what he did while doubling as a crusader, said Sonny Vaccaro, who played a crucial role in corralling Jordan for Nike.
“The league had to grow first,” said Vaccaro, who is played in “Air” by Damon. “Look, Michael had his troubles — with the Republicans quote, the gambling, with some of his teammates. But he opened the door. He changed the world — only no one knew how much he was changing the world until the next century.”
He added: “LeBron can only be the way he is today because Michael made it OK for corporations to put their money, huge amounts of money, on athletes, especially Black athletes. Over time their power and voice has grown.”
Jordan, at 60, deserves to be viewed through the lens of an evolved narrative, given how high he has raised the bar for athletes outside the lines, a legacy that will resonate far into the future.
Twenty years after his last professional jump shot, he is arguably still the most leveraged player in sports. If he were so inclined, he might even have the muscle, upon walking away from basketball, to make a competitive run for the seat once held by Helms. His pitch, of course, was always bipartisan.
Read more Local Sports
Jordan News
He asked Christian Laettner, the veteran forward: “Is this how the NBA is?”
Laettner laughed. “No, young fella,” he said. “This isn’t for us. They’re here for M.J.”
This was lesson No. 1 of Thomas’ two-year tour with Michael Jordan, who had returned to the league from a three-season absence after his last dance with the Chicago Bulls. Along with him came the deluge of lights, cameras, action.
The young, inquisitive Thomas could not help but wonder: What about the activism? Why was Jordan not doing more with his spotlight?
“I was thinking that Michael didn’t lend his voice to causes where he could have helped,” Thomas said in a recent interview, 20 years removed from his time with the man on whose shoulders the sport dramatically rose in popularity worldwide.
Jordan played his final NBA game on April 16, 2003, scoring 15 points in a 20-point defeat in Philadelphia. That season, with him turning 40 in February and dealing with a knee that Thomas remembered could swell like a grapefruit, Jordan averaged a modest (for him) 20 points per game. He played 37 minutes a night and in all 82 games — part of a legacy that should admonish, if not embarrass, today’s load-managed NBA elite.
Jordan retired as a six-time champion with many believing, and now still insisting, there was no one ever greater. Such conviction has only been heightened by the widespread appeal of “The Last Dance,” a 10-part ESPN series about Jordan’s Bulls that was broadcast in 2020, and the current feature film “Air,” starring Ben Affleck, Matt Damon, and Viola Davis.
The flip side of Jordan mania was the derision directed at him for appearing not to use his enormous popularity and platform as a premier Black athlete for the benefit of social or political change. For all the interviews he did, what arguably remains the most memorable quotation attributed to him — “Republicans buy shoes, too” — ostensibly rationalized his unwillingness to endorse Harvey Gantt, an African American Democratic candidate in a 1990 North Carolina Senate race against Jesse Helms, a white conservative known for racist policies.
On a broader scale, it reflected the narrative that followed Jordan into the 21st century: that he was a hard-core capitalist without a social conscience. Sam Smith, the author in whose 1995 book the quotation originally appeared, has many times called it an offhand remark during a casual conversation — more or less a joke — and said he regretted including it. In the ESPN series, Jordan said he made the comment “in jest”.
In recent tumultuous and polarizing years, Jordan has become more public with his philanthropy and occasional calls for racial justice. And given two decades to consider the precedents he set, the boardrooms he bounded into, and how he ascended from transcendent player to principal owner of the Charlotte Hornets, the context has shifted enough to ask: Did he actually blaze a different or perhaps more impactful trail to meaningful societal change?
Thomas, who after his nine-season NBA career has been an activist, author, and media personality, said his reconsideration of the 1990s Jordan narrative began before Jordan retired for good.
He recalled sitting in the Wizards’ training room one day with Jordan and a member of his entourage when Jordan asked him about a book he had noticed Thomas reading. Thomas recalled it was likely Eldridge Cleaver’s “Soul on Ice”.
“That got a conversation going and Michael’s guy started talking about the charitable things he did without publicity,” Thomas said. “He mentioned an event at an all-white golf club, where of course they let Michael play, but there were no Black members, and how Michael threatened at the last minute to back out if they didn’t change their policy.”
Thomas added: “I told Michael, ‘That’s something people should know and then maybe they wouldn’t be saying the things they do about you.’ He just said, ‘I don’t do that.’ And his guy said, ‘See what I mean?’ After that, I could never hold him up as the antithesis of the activist athlete, the opposite of Muhammad Ali and Bill Russell. It’s not that simple.”
In “Air,” Davis, powerfully portraying Jordan’s mother, Deloris Jordan, dramatically foresees momentous change benefiting African American families of modest means after she had engineered a groundbreaking deal with Nike upon Jordan’s 1984 entry into the NBA.
A screenwriter’s indulgent license, perhaps, but who can argue that Jordan didn’t actually do a total rewrite of the script in the allocation of corporate revenues to athletes? Or that the Nike deal, which guaranteed him a cut of every sneaker sold, does not make him the godfather of the name, image, and likeness revenues flowing into the pockets of college athletes today?
For these reasons, Harry Edwards, the sociologist and civil rights activist, said on the “Bakari Sellers Podcast” in February 2021 that Jordan should not be scolded for his sole focus on commercial brand-building across the 1980s and ’90s.
He called it “an era where the foundations of power were laid,” ultimately empowering Jordan’s superwealthy descendants to affect communities — for example, in LeBron James’ staunch commitment to public education in his hometown, Akron, Ohio.
Len Elmore, the former NBA center who retired from playing in 1984 to attend law school at Harvard, said he, like others who venerated Ali and 1960s activist icons, was once bewildered by Jordan’s reluctance to speak out on issues of equity. Those issues included sweatshop conditions abroad, where Jordan’s signature sneakers were produced to be sold at premium prices.
“Michael’s years didn’t have what the ’60s had — the Vietnam War, the civil rights movement,” said Elmore, a senior lecturer in Columbia University’s Sports Management Program. “There was more of a smoldering of race, but it wasn’t on fire.
He added: “I’m not defending Michael’s not taking a stand. But the reinterpretation of his legacy depends on what you saw then and what you see now.”
While Thomas was not around the league during Jordan’s prime as a player and pitchman, his view of that era is based on interviews he has done for his books and his podcast, “The Rematch.” Those years, he learned, followed one strategic mandate: NBA Commissioner David Stern’s preoccupation with marketing.
“He was 100 percent clear in those days — everything was about growing the game, the bottom line,” Thomas said. “He was dead set against anything that might turn off the fan base. Even when I came in and made anti-war comments, David told me, ‘Be careful.’”
Stern, who died in 2020, straddled a fine line between his mostly progressive politics and fear of alienating consumers. Jordan followed along as a polished yet cautious spokesperson on controversies, such as the one that engulfed Mahmoud Abdul-Rauf, who in 1996 was suspended by the league for refusing to stand for the national anthem for religious reasons.
Was this approach the reflection of a man intrinsically averse to risk? Did Jordan share the vision attributed to his mother in this year’s film? Was he unaware that he might have been famous and leveraged enough to have had it both ways — to both speak out about social causes and remain a potent pitchman?
James and other more outspoken contemporary stars have adopted that approach — “changed the narrative,” Thomas said — and with the apparent support of Stern’s successor, Adam Silver.
It is doubtful that Jordan, in his day, could have built what he did while doubling as a crusader, said Sonny Vaccaro, who played a crucial role in corralling Jordan for Nike.
“The league had to grow first,” said Vaccaro, who is played in “Air” by Damon. “Look, Michael had his troubles — with the Republicans quote, the gambling, with some of his teammates. But he opened the door. He changed the world — only no one knew how much he was changing the world until the next century.”
He added: “LeBron can only be the way he is today because Michael made it OK for corporations to put their money, huge amounts of money, on athletes, especially Black athletes. Over time their power and voice has grown.”
Jordan, at 60, deserves to be viewed through the lens of an evolved narrative, given how high he has raised the bar for athletes outside the lines, a legacy that will resonate far into the future.
Twenty years after his last professional jump shot, he is arguably still the most leveraged player in sports. If he were so inclined, he might even have the muscle, upon walking away from basketball, to make a competitive run for the seat once held by Helms. His pitch, of course, was always bipartisan.
Read more Local Sports
Jordan News