Many people ask, “What does Michael Jordan do now?” expecting to hear about a quiet retirement filled with golf and cigars. While he certainly enjoys both, his life after basketball is a masterclass in leveraging legendary status into a multi-billion-dollar business and philanthropic empire. He’s not just a retired icon; he’s an active owner, investor, and social advocate shaping industries far beyond the basketball court.
His transition from “Air Jordan” the player to Michael Jordan the mogul is one of the most successful in sports history, offering a blueprint for how athletes can build a lasting legacy.
At a Glance: Jordan’s Post-NBA Playbook
Here’s a quick look at what you’ll learn about Michael Jordan’s current life and career:
- From Majority to Minority Owner: How he became the first ex-player to be a majority NBA owner and why he sold his controlling stake in the Charlotte Hornets for a massive profit.
- The Jordan Brand Juggernaut: Understand his ongoing, highly lucrative role with Nike and the Jordan Brand, which remains the bedrock of his wealth.
- Breaking Barriers in Motorsports: A look into his co-ownership of the 23XI Racing NASCAR team and its mission to drive diversity in the sport.
- Strategic Investments: Discover his other major business interests, from sports betting companies to high-end restaurants and tequila.
- A Commitment to Social Justice: How he and the Jordan Brand are directing a $100 million pledge to fight for racial equality and social justice.
The Business of Being Michael: More Than Just a Name
After retiring for the final time in 2003, Jordan didn’t just fade away. He immediately pivoted, focusing on turning his unparalleled global fame into tangible business equity. While his playing career defined his first act, his second is defined by shrewd ownership and brand management.
This new chapter often surprises fans, leading to widespread curiosity and, at times, unfounded online rumors. While the question of Is Michael Jordan still alive? is easily settled (he is very much alive and active), the more interesting question is how he’s building this second, equally dominant career.
His Role with the Jordan Brand and Nike
Michael Jordan’s single most important business venture remains his lifetime partnership with Nike and the eponymous Jordan Brand. This isn’t a passive endorsement deal; it’s a multi-billion-dollar subsidiary of Nike where he remains deeply involved.
- Active Decision-Maker: Jordan is not just a figurehead. He has final say on key designs, weighs in on which athletes get signed to the brand (like Luka Dončić and Jayson Tatum), and helps steer the brand’s overall strategic direction.
- Annual Royalties: His deal grants him a percentage of all Jordan Brand revenue. According to Forbes, this earns him over $250 million per year—more than he made in his entire 15-season NBA career.
- Brand Expansion: Under his guidance, the brand has expanded far beyond basketball shoes. It now encompasses performance and lifestyle apparel, has a major presence in football and baseball, and sponsors entire sports teams, like the Paris Saint-Germain football club.
The Jordan Brand’s success is a direct result of MJ��s relentless focus on maintaining its premium, high-performance image. He treats the brand’s legacy with the same competitive fire he brought to the court.
The Owner’s Box: Jordan’s Foray into Team Leadership
Jordan’s competitive drive never disappeared; it simply moved from the court to the front office. His journey as a team owner has had its highs and lows, offering valuable lessons in the transition from player to executive.
The Charlotte Hornets Chapter: A Historic Run
In 2010, Michael Jordan made history by becoming the first former player to be the majority owner of an NBA team when he purchased the Charlotte Bobcats (now Hornets).
- The Investment: He bought a controlling stake for approximately $275 million. At the time, the franchise was struggling both financially and on the court.
- The Rebrand: One of his most popular moves was restoring the team’s original “Hornets” name in 2014, a decision that re-energized the fanbase.
- The Sale: In 2023, Jordan sold his majority stake to a group led by Gabe Plotkin and Rick Schnall. The sale valued the franchise at an estimated $3 billion, netting him a monumental return on his initial investment.
While the team’s on-court success was limited during his tenure, the financial outcome was an undeniable victory. He remains a minority owner of the Hornets, keeping a hand in the game he loves.
23XI Racing: Shaking Up NASCAR
In 2020, Jordan expanded his ownership portfolio by co-founding the 23XI Racing NASCAR team with current driver Denny Hamlin. This venture wasn’t just about winning races; it was about making a statement.
- Mission for Diversity: A primary goal of 23XI (pronounced twenty-three eleven) is to increase diversity and inclusion in a predominantly white sport. Their flagship driver, Bubba Wallace, is the only Black driver in the top-tier Cup Series.
- Building a Competitive Team: Jordan and Hamlin have invested heavily in top-tier equipment and personnel. In addition to Wallace, their driver lineup has included former champion Kurt Busch and now Tyler Reddick, signaling their intent to compete for championships.
- Hands-On Approach: Jordan is a regular presence at races, often seen on the pit box or conversing with the crew. He brings his famous intensity and demand for excellence to the garage, pushing the team to constantly improve.
This move into NASCAR demonstrates Jordan’s desire to use his platform to challenge the status quo and build something new from the ground up.
The Jordan Portfolio: A Diversified Investment Strategy
Beyond his major ventures, Michael Jordan has built a robust and diverse investment portfolio. He focuses on brands and industries he’s passionate about, from sports and entertainment to hospitality.
| Investment Area | Notable Ventures | Jordan’s Role & Strategy |
|---|---|---|
| Sports & Tech | DraftKings, Sportradar | Equity investor and special advisor. Leverages his sports expertise to guide companies at the intersection of sports, data, and gaming. |
| Spirits | Cincoro Tequila | Co-founder along with other NBA owners. Focused on the ultra-premium market, Cincoro is a passion project built on a shared love for tequila. |
| Hospitality | 1000 North (restaurant in Jupiter, FL), Michael Jordan’s Steak House | Part-owner. These ventures extend his personal brand into the high-end dining and lifestyle space, catering to an affluent clientele. |
| eSports | aXiomatic Gaming (parent of Team Liquid) | Investor. An early move into the rapidly growing eSports industry, recognizing the competitive and commercial parallels to traditional sports. |
| This strategy shows a clear pattern: invest in what you know, partner with experts, and always protect the quality and prestige of the Jordan name. |
Philanthropy with Purpose: The $100 Million Pledge
In recent years, what Michael Jordan does now has increasingly centered on philanthropy, particularly in the fight for social and racial justice.
In the wake of George Floyd’s murder in 2020, Jordan and the Jordan Brand made a powerful statement, pledging to donate $100 million over 10 years to organizations dedicated to ensuring racial equality, social justice, and greater access to education.
This isn’t just about writing a check. The commitment is structured to provide sustained, long-term support to groups making a tangible impact. Initial grantees have included:
- NAACP Legal Defense and Educational Fund
- The Black Voters Matter Fund
- Formerly Incarcerated & Convicted People and Families Movement
He has also personally funded the Novant Health Michael Jordan Family Medical Clinics in Charlotte, North Carolina, providing vital healthcare services to uninsured and underinsured communities. This direct, community-focused giving is a hallmark of his philanthropic work, showing a deep commitment to his home state.
Quick Answers to Common Questions
Got a few lingering questions? Here are some quick, direct answers.
Is Michael Jordan still an NBA owner?
Yes, but with a change in status. After selling his majority stake in the Charlotte Hornets in 2023, he retained a minority ownership share. So while he’s no longer the principal governor making the final decisions, he remains part of the ownership group.
How much is the Jordan Brand worth to Nike?
The Jordan Brand generates over $5 billion in annual revenue for Nike, making it one of the most successful and profitable athletic apparel lines in history. It functions as a powerful, distinct brand under the Nike, Inc. umbrella.
Why did Michael Jordan sell the Hornets?
While he hasn’t stated one single reason, the move was a massive financial success, turning a $275 million investment into a stake in a $3 billion valuation. The sale allows him to diversify his assets, focus on other ventures like 23XI Racing, and transition away from the demanding role of a majority team owner.
What is Michael Jordan’s net worth now?
As of 2024, estimates from sources like Forbes place his net worth at over $3 billion, a figure that surged significantly after the sale of the Hornets. This makes him one of the wealthiest athletes in the world.
Your Takeaway: The Legacy Continues Off the Court
So, what does Michael Jordan do now? He competes. Not for championships on the hardwood, but for market share in the sneaker industry, for checkered flags in NASCAR, and for a more equitable society through his foundation.
He has successfully transitioned from being the product to being the owner, leveraging his unmatched brand equity into a diversified empire. His post-career playbook is clear:
- Own Your Brand: Don’t just endorse; build a business around your name and maintain control.
- Invest in Your Passions: From NASCAR to tequila, his ventures are tied to his personal interests.
- Give Back with Intention: Use your platform and resources to make a direct, measurable impact on causes you believe in.
The final buzzer on his playing career was just the beginning. Michael Jordan’s third act as a business titan and philanthropist is proving to be just as influential as his first two on the court.
