NIKE X GATORADE MAGIC Rich Paul Pulls Out The Whiteboard And Schools Max Kellerman On How Nike And Gatorade Created The Jordan Empire

Rich Paul recently sat down with Max Kellerman and delivered a masterclass on how branding, timing, and culture all collided to turn Michael Jordan into more than just a basketball legend — he became a global icon. Paul explained that Nike and Gatorade didn’t just sponsor Jordan, they built mythology around him at the exact moment the world was ready to receive it.

He pointed to Nike’s iconic “I Believe I Can Fly” era and Gatorade’s unforgettable “Be Like Mike” campaign as perfect examples of marketing genius. Those ads didn’t feel forced or fictional — they mirrored what fans were already witnessing on the court. Jordan wasn’t being sold as great; he was visibly dominating the league night after night while the NBA had a worldwide spotlight on him. The marketing simply amplified what was already undeniable.

Rich Paul then took the conversation deeper, connecting Jordan’s rise to the social and cultural landscape of the time. He explained how the crack epidemic and the explosion of hip hop culture in urban communities created an entirely new generation of consumers. For many kids coming up in that era, Jordans weren’t just sneakers — they were symbols of escape, success, and identity. Owning a pair meant aligning yourself with greatness in a world that often offered very little of it.

Paul emphasized that none of this was accidental. The timing was everything. Jordan’s dominance, the NBA’s global expansion, hip hop’s influence on fashion and self-expression, and corporate brands finally understanding how to tap into culture all hit at once. That perfect storm didn’t just create a superstar — it created a blueprint that athletes, brands, and marketers are still trying to replicate today.