Michael Jordan once jokingly threatened Nike CEO over brand expansion idea: 'If our revenue goes back, I’m gonna stuff that shoe up your rear'

Basketball fans might think they’ve heard it all about Michael Jordan’s legendary competitive edge, but the stories keep getting better somehow. His disdain for losing knows no bounds, and it doesn’t matter who stands in his way—just ask former Nike CEO Elliott Hill. Hill took the time to relate a quick MJ story on the FORTitude FW Podcast highlighting Jordan’s approach.

“He challenged us, he pushed us to be better, make better products, make better advertising campaigns, to have better talent on his team,” said the 61-year-old executive. “I’ll share a quick story: We’re trying to talk him into taking the business global and there was a guy who’s the president at the time. The guy named Keith Houlemard, and we were presented to him.”

“Michael was a little worried taking the brand global and losing the focus on North America and his revenue. I paused and said, ‘Michael, we gotta do this. This is what we do, and you have to trust us.’ He stopped and he leaned forward, and he said: “Elliot, do you know what shoe size I wear?” I said, ‘Yeah, you wear a 13.’ He goes, ‘Good, ‘cause I’ll leave this shoe and I want you to think about it. Put it on your desk, and I want you to think about it. If our revenue goes back, I’m going to come and stuff that up your rear,” added Hill.

The Jordan Brand took off

The first Air Jordan shoe released to the public was the Air Jordan IV, but the brand itself became global in September 1997 with the release of the AJ XIII. It’s the best-performing division under the Nike umbrella almost three decades later, reaching $7 billion in revenue during the 2024 fiscal year.

Not every day does somebody see His Airness as a bit apprehensive, but it also speaks volumes about how much he cares about his brand. He hates losing, even if that defeat comes in the form of his annual piece of the revenue pie.

“That just shows you his competitiveness. It was mainly said in jest, but you know, I got the point. He believed in us. He was going to take a risk, but ultimately, I think this is what made him great: He holds his teammates accountable and he was going to hold us accountable,” Hill stated.

MJ’s competitive drive was different

The six-time NBA champion’s maniacal obsession with winning is well-documented. That’s how he was on the basketball court, the golf course, or the blackjack table. He would race his accountant to the office or, in Jamie Foxx’s experience, would never allow anyone to “out-shake” his hand.

“The dude was so competitive he would win a handshake,” Foxx said on The Platform Basketball Podcast. “You know what I mean? He wouldn’t even lose a handshake. I shake his hand and said, ‘What’s up?’ He said, ‘What’s up?’ and he shake your arm up. This guy trying to win a handshake? Man!”

Jordan’s initial hesitation about going global likely stemmed from the fact that expanding the brand meant entrusting others with decisions beyond his control—a tough ask for someone with his exacting standards. Still, his thirst for excellence made him roll the dice, no pun intended, and it went well for him—typical MJ win.