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Michael Jordan’s endorsement journey included a significant partnership with Hanes, a deal that spanned over three decades. Initially signing with Hanes in 1989, Jordan’s collaboration with the undergarment brand featured memorable commercials that aimed to capture the human side of the NBA superstar. Notably, a 1992 commercial, co-starring Jordan’s real-life father and wife, became iconic, emphasizing the personal aspect of his stardom.
Hanes adopted a unique approach in using Jordan as more than just a basketball player, recognizing that his popularity extended beyond the game. Even after Jordan’s retirement from the NBA, the partnership with Hanes continued, with the basketball legend earning $14 million from the endorsement by 2015.
The relationship between Jordan and Hanes was characterized by a special bond, according to Estee Portnoy, Jordan’s business manager. This connection led to their enduring collaboration for more than 30 years. However, in 2021, the partnership came to an end, and despite its longevity, the parting was relatively low-key, lacking a major announcement.
One of the notable incidents during Jordan’s association with Hanes occurred in a 2010 commercial where he sported a soul patch and a small mustache. The facial hair choice sparked controversy and online discourse, with some mistakenly associating it with a “Hitler ‘stache.” Even Charles Barkley, Jordan’s friend and former teammate, criticized the decision, calling it one of the “stupidest things” he had seen.
Despite the momentary controversy, Hanes experienced an uptick in sales during the subsequent quarter. Jordan did not appear in another Hanes ad until 2014, commemorating the 25th anniversary of their collaboration. The basketball legend starred in a commercial promoting Hanes’ X-Temp line.
In 2019, marking 30 years of partnership, Hanes launched a special promotion, creating 800,000 packs of Jordan trading cards featuring photos from his Hanes ads over the years. The extended collaboration was attributed to Hanes understanding Jordan’s preferred portrayal on camera and aligning with his image.
While the reasons for the eventual end of the partnership remain undisclosed, it is evident that the collaboration between Michael Jordan and Hanes was a remarkable and enduring success, characterized by mutual respect and a shared understanding of how to present the basketball legend on screen.