Branding. He's just trying to get people to think of him - and more importantly his products - whenever they see the number 23. Marketing shorthand. Rolling Rock beer did/does the same thing with their "33" and Heinz promoted the "57" thing as well. IMO, it's a bit of a stretch for Jordan to think the payoff will be worth the investment/ effort, but that's his marketing approach and apparently he's sticking to it.VIVID1 said:I don’t care either way, he can do whatever he wants, I just don’t understand why he has his basketball number (I think 23) on the back on all the MJ jackets.