[MikeM]

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.

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.

 

[MikeM]

MJ and his team is probably the best marketting AMA is going to get

Perhaps the *only* effective marketing effort the AMA will see for a long time... It is no stretch to say that with his experience and contacts (can you say "NIKE" or "NBA"?) Jordan has far more marketing expertise at his disposal than the AMA. I have no doubt that if Jordan ran a series of his own, he'd be outdrawing the AMA inside of three years.