Title - Michael Jordan’s press release: “I’m Back” Tags - callumstory
- A: Signed for the Bulls
Michael Jordan was drafted for the Chicago Bulls in 1984 when he was 21 years of age and the franchise was struggling.
By 1991, Jordan was the best basketball player on the planet and helped transform the Bulls into NBA winners.
In 1993, his father was murderded by gunmen when sleeping in his car to break up a long journey.
- B: Retires from basketball - signs for Chicago White Sox
This affected Jordan - who was already losing his desire to play basketball - so much that, a few months later, he announced his retirement from the sport
Then, in February 1994, Jordan shocked the world by announcing a contract with the Chicago White Soz, a Minor League Baseball team.
After a shaky start, Jordan poured himself into baseball as he did everything, and began to develop as a player.
But then, there was a major strike in Major League Baseball, and Jordan refused to act as a replacement player, and he began training with the Bulls again.
- A: Releases statement resigning for Bulls
By the time Jordan was training 3 days a week with the Bulls, speculation was rife that he was preparing to return to basketball.
Then one day in March 1995, Jordan called his agent David Falk and said, “I think I’m ready to come back.”
With that, Falk wrote 3 or 4 different versions of a press release for Michael to announce his return to the Chicago Bulls.
Jordan made it clear that none of the release would do; he didn’t feel comfortable that any of them captured what he wanted to say.
“Why don’t you freakin’ write one then,” said Falk, handing Jordan a pen and paper.
So Micael picked up the pen and wrote:
“I’m back.”
And that’s what the press were given.
POINT: sometimes you just gotta say what you wanna say!
In advertising, in headlines.
Ref: The Last Dance docuseries