You can't explain much in 60 seconds, but when you show Michael Jordan, you don't have to. It's that simple.
Sports is like rock 'n' roll. Both are dominant cultural forces, both speak an international language, and both are all about emotions.
We could see that he was a charismatic guy who jumps over the moon and is very competitive, but nobody could have predicted what he would become to our culture.
At first, we couldn't be establishment, because we didn't have any money. We were guerrilla marketers, and we still are, a little bit. But, as we became No. 1 in our industry, we've had to modify our culture and become a bit more planned.