If there’s one thing we’ve learned since 1984, it’s that controversy and Michael Jordan have a complicated relationship. And yet, the Air Jordan machine keeps moving.
This week, the 62-year-old NBA Hall of Famer found himself trending for something far removed from basketball or Air Jordan sneakers. During the Daytona 500 on Sunday, February 15, cameras caught Jordan celebrating with his 23XI Racing team when he reached toward a young boy, appearing to touch his legs and tug at his T-shirt. Within minutes, the clip flooded social media (watch it here).
“What is Michael Jordan doing?” one user wrote. Another posted, “Interesting celebration choice by Michael Jordan after winning the Daytona 500.” A third escalated it: “Michael Jordan is currently facing backlash after inappropriately touching a child during live television.” Someone else added, “Michael ‘Jeffery”’ Jordan,” dragging in a Jeffrey Epstein reference.
Supporters fired back just as quickly. “Typical uncle vibes nothing crazy,” one fan argued. As of Monday, February 16, neither Jordan nor 23XI Racing had responded publicly.
In December 2025, Jordan and NASCAR settled their antitrust lawsuit in North Carolina after eight days in court. As lead plaintiff, Jordan accused the organization of acting like a “monopolistic bully.” The settlement granted teams permanent charters, guaranteeing 36 Cup Series spots and revenue shares. After the race, he told Fox, “The thing is that both sides had been somewhat at a stalemate, and we both needed to have conversations about change, about how we can grow this sport.” He added, “Don’t forget about the fans. The fans make this game so enjoyable to watch.”
Now the bigger question for Sneaker Fortress readers: will this dent Air Jordan sales?
History says probably not. Jordan’s brand has survived gambling headlines, Hall of Fame grudges, and decades of internet scrutiny. In 2024 alone, Jordan Brand reportedly generated billions in annual revenue under Nike. Sneaker buyers line up for retros because of design, nostalgia, and resale value, not because of a 12-second NASCAR clip.
Outrage cycles move fast. Sneaker culture moves on release dates. Unless something more concrete emerges, most collectors will still be hunting the next drop, controversy or not.
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