The figure of basketball player Michael Jordan has transcended the world of sports to become a universal myth. While there were already sports icons with global reach, such as Pelé, Maradona, or Muhammad Ali, Michael Jordan was the first to become a cultural titan both inside and outside his athletic field. He starred in press and television advertisements, films like Space Jam, and video games, eventually creating a brand in his own name. The logo of this brand is inspired by the photograph featured on the cover of LIFE magazine in 1984, which is the image represented in this mural.

The advertising campaigns starring Jordan—some of them directed by world-renowned filmmakers like Spike Lee—won numerous awards. Commercials such as the 1991 'Be Like Mike' campaign remain among the most prominent and memorable in the history of the genre.