Michael Jordan is arguably the greatest basketball player ever and today, 12 years after he retired from the NBA, he remains an influential figure in sports. There can never be another Jordan because His Airness is one of a kind but it doesn’t mean you can’t be like Mike or at least try to be. In your dream of dreams, you want to be a Jordan in your world, a symbol of excellence whether you’re an athlete or a student or a factory worker or just anyone who aspires to become the best you can be.
“Be Like Mike” was an ad campaign that Gatorade, the popular sports drink brand, launched in August 1991. It had a catchy Caribbean-beat jingle which made the message easier to recall. And of course, Jordan was the focus of it all. He had just led the Chicago Bulls to the NBA crown and led the league in scoring. Jordan was in the process of turning the NBA into his personal stage of triumph. Gatorade’s long-term relationship with Jordan started that year and it has endured through thick and thin. Jordan’s initial deal with Gatorade was for $14 million over 10 years. What made the offer more enticing was its exclusivity as Jordan became Gatorade’s one and only endorser. The investment has obviously paid off handsome dividends.
Jordan is now 52 and his signature brand of Nike apparel and footwear remains a best-seller the world over. Even sneakerheads of the Now Generation go crazy over Jordan’s kicks and maybe, some weren’t even born when the “Be Like Mike” campaign was introduced. Jordan’s iconic stature is a lasting legacy. So when Gatorade celebrated its 50th anniversary recently, it made sense to revive the “Be Like Mike” campaign with a modern twist, remixing the music and adding animation. After all, they’ve been partners for decades and the dream to “Be Like Mike” continues to resonate.
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On a personal basis, I’ll never forget meeting Jordan up close. I got the chance to interview Jordan twice in 1996. First, during the Warner Brothers media tour to promote the movie “Space Jam.” I took a trip to talk to Jordan about his basketball career and the film in a 45-minute conversation with a few other Asian writers at the Essex Hotel in New York City. Second, at the Nike Hoop Heroes show in Yokohama. Jordan starred in a two-hour extravaganza at the Yokohama Arena with Charles Barkley, Jason Kidd, Mike Finley and Damon Stoudamire. After the event, I was given the chance to ask Jordan some questions. In 2004, I interviewed Jordan in a 50th floor suite at the Park Hyatt Hotel in Tokyo where he unveiled his new Nike apparel and footwear line.
I recall asking Jordan when he would visit the Philippines. He said he knows how popular basketball is among Filipinos and would be excited to visit if a schedule could be worked out. A few years ago, there was an attempt to bring Jordan over for a charity golf event but nothing came of it. If ever Jordan comes to the Philippines, he’ll be mobbed more than LeBron James and Steph Curry even if he hasn’t played in the NBA since 2003. That’s how much of an impact he has made as a player.
I was also fortunate to cover for Philippine TV, live and on-site, the 1997 and 1998 NBA Finals where Jordan and the Bulls defeated the Utah Jazz. Game 5 of the 1977 edition was unforgettable as Jordan, playing sick, refused to give up and scored 38 points to lead Chicago to a 90-88 win in Utah. Game 6 of the 1978 series was even more dramatic. Chicago was down by a point when Jordan stole from Karl Malone with about 20 seconds left. Jordan hit the title-clinching 18-foot jumper with 5.2 ticks to go as the Bulls won, 87-86, in Utah.
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Chicago assistant coach John Bach said: “I think Michael is an unbelievable person as well as a phenomenal basketball player. It seems he can handle well all the demands on his time that fall to a superstar and handle the game on the floor. What’s amazing is the vitality he brings to practice. He could be snobby about the whole affair but he doesn’t let his money belt weigh him down. Anything you ask as a coach, he does. He’s not shirking it, saying, ‘I’m too tired, I’ll just play offense.’ That’s what makes it nice to be with the Air Jordan airline. It flies every night.” Jordan’s teammate Scottie Pippen paid him the highest compliment, saying “there will never be a better player than Michael, there will never be a better teammate.”
Gatorade’s 50th anniversary coinciding with the 23rd anniversary of “Be Like Mike” is no accident. To hit 50 years is remarkable in the retail trade because the longevity is a stamp of public approval. And No. 23 was on Jordan’s jersey that he wore proudly in every single game.
“To this day, to be Jordanesque is to have charisma, talent, dedication and competitive drive honed into a perfect storm of athletic greatness,” said Pepsico Philippines marketing manager for hydration Tony Atayde. “When Gatorade launched the ‘Be Like Mike’ campaign 23 years ago, it shone the spotlight of how Michael Jordan inspired athletes of all ages to reach the heights he has. Today, he continues to be an inspiration to always aspire for greatness no matter what.”
Jordan’s partnership with Gatorade is reflective of his own drive to promote hydration education and world-class sports science to help athletes, coaches, sports enthusiasts and other industry leaders to achieve their full potential. While Gatorade is in the business of fueling the world’s top and rising athletes, Jordan is in the business of inspiring them to stay on or get to the top. It’s about being like Mike.