Since hanging up his sneakers in 2003, the public has remained intensely curious about Michael Jordan, often wondering, "what is he doing now?" While the world of professional basketball has never seen another player quite like him, the decades since his final championship run have seen the private businessman evolve into a global media proprietor and cultural institution, far removed from the day-to-day grind of an athlete.
From Bulls Icon to NBA Owner
Jordan's most significant transformation occurred off the court with his purchase of the Charlotte Hornets in 2010. Initially viewed as a celebrity investment, he took the unprecedented step of becoming the first former player to assume full operational control as the majority owner. This move signaled a shift from simply being a brand to actively shaping the business side of the league, a role he has embraced with the same competitive intensity that defined his playing days.
Charlotte Hornets Leadership
As the controlling owner, Jordan has been deeply involved in front office decisions, from drafting future stars to shaping the team's market presence. He has fostered a culture of winning, turning the Hornets into a consistent playoff contender in the highly competitive Eastern Conference. His presence has stabilized the franchise, providing a long-term vision that extends far beyond his own legacy on the hardwood.
The Jordan Brand Empire
While the NBA defines his professional life, the Jordan Brand under Nike represents his most enduring financial legacy. What began as a signature shoe line has blossomed into a sprawling empire that dominates the athletic footwear and apparel market. The brand's continued success, frequently breaking sales records and setting trends, ensures that Jordan remains a central figure in the global sportswear industry, even if he delegates daily operations.
Business Ventures and Endorsements
Part-owner of the Miami Marlins, contributing to their World Series victory in 2003.
Founder of Jordan Brand Cuisine, a high-end restaurant group with locations in Chicago and New York.
Major investor in Fenway Sports Group, the parent company of Liverpool F.C. and the Boston Red Sox.
Long-standing partnership with Gatorade, featuring in memorable commercials that blur the line between athlete and businessman.
Media and Entertainment Ventures
Jordan has also successfully transitioned his legend into the world of entertainment and media. His production company, Jordan Brand Entertainment, has produced content that revisits his iconic career moments. Most notably, he granted unprecedented access to his private life for the Amazon Prime Video documentary series "The Last Dance," which became a cultural phenomenon and reaffirmed his status as a global superstar.
Lifestyle and Private Life
Despite his immense wealth and public profile, Jordan maintains a famously private personal life. He splits his time between his lavish estates, reportedly including a massive Chicago suburb home and a waterfront property in Florida, and his various business holdings. He is rarely spotted at public events, preferring to focus on his family, his investments, and the occasional round of golf, a sport he has come to embrace with the same dedication he once showed on the basketball court.
Philanthropy and Legacy
In recent years, Jordan has increased his focus on philanthropy, particularly in the areas of education and social justice. He has made substantial donations to support educational initiatives and has been vocal in his support for the African American community. This evolution from competitive athlete to influential businessman and philanthropist provides a fascinating answer to the question of what is he doing now, revealing a man constantly driven to build and lead.
