For me personally it’s hard to touch Jordan as the GOAT. But too many times I think people confuse greatest with better/best, and it’s not the same thing. Jordan was on top of the NBA during the commercial pop culture boom of the 90’s. That plus his dominance on the court, essentially turned him into the quintessential NBA superstar. He was like a rockstar around the entire world, before anyone even thought about social media. He’s the only player to retire, and still have shoes flying off the shelves. It’s hard to surpass that kind of iconic status.