Writer Feels Jordan Brand Overshadows Jordan HOF Exhibit
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Writer Feels Exhibit A "Soulless
Exercise In Corporate Worship" |
The "Becoming Legendary: The Story of Michael Jordan" exhibit at the Naismith Memorial Basketball HOF opened earlier this month in advance of Jordan's induction on September 11, but it is a "soulless exercise in corporate worship that was designed, installed, written, curated and paid for" by Nike's Jordan Brand, according to Richard Sandomir of the N.Y. TIMES. There is not a jersey, basketball or shoe included in the exhibit that "came straight from Jordan," as nearly everything, "save for a few of the hall's things, comes from the Jordan Brand archive." The HOF had "editorial control over the final product, but didn't seem to have exercised too much of it." Jordan Brand Dir of Influencer Marketing Reggie Saunders said that Jordan and the company "agreed that the artifacts from the corporate archive 'were plentiful and enriching for the exhibit.'" But Sandomir writes, "Walking around the exhibit, you never feel free of Nike's vise. The theater-in-the-round, covered by a huge wraparound photograph of Jordan, offers a message from the Jordan Brand congratulating him on his induction. The video inside is a commercial." Nike "denied a report that the exhibit cost $250,000." HOF President John Doleva in an e-mail said the connection between Jordan and Nike is "unique in my mind; it transcends a typical player/company relationship." Doleva added the Jordan Brand "wanted to honor Michael," and the company was "pleased to get a well-designed exhibit." But Sandomir writes the "straight-out-of-Oregon exhibit feels so much less spectacular than its subject." The timeline of Jordan is a "basic, unilluminating recapitulation, with Nike as his co-star." The exhibit "is Nike's story" (N.Y. TIMES, 8/18).
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