What Did “Be Like Mike” Mean?
The phrase “Be Like Mike“ is synonymous with aspiration, greatness, and cultural impact. First introduced in a 1991 Gatorade commercial starring one of the most hypegenic players ever and a sports icon Michael Jordan, the tagline captured the universal desire to emulate excellence. The advertisement, created by Bayer Bess Vanderwarker, featured Jordan playing basketball with children and adults, underscoring his relatability while elevating his legendary status.
More than just a sports marketing slogan, “Be Like Mike” became a cultural touchstone. It celebrated the pursuit of greatness, with Jordan embodying the GOAT (Greatest of All Time) ideal. His charisma, dominance on the court, and approachable demeanor made him the perfect icon for the campaign, which resonated across generational and cultural divides. This was a defining moment in the sports ecosystem, blending sportsmanship with personal inspiration and creating one of the most best sports video ad campaigns in sports marketing history.
The ad didn’t just score points with fans; it also scored an 88% on our Ad-Meter, a testament to its widespread appeal. At its heart was one of Jordan’s most iconic plays, The Shot, where he made a buzzer-beater over Craig Ehlo in the playoffs—a clutch moment that symbolized his greatness. By the way, MJ holds a number 2 spot on the Play of Values Hypegenic-Meter list, trailing just behind Muhammad Ali.
The Creation of the “Be Like Mike” Campaign
The “Be Like Mike” campaign emerged during a transformative period for both Gatorade and Michael Jordan. Quaker Oats, which owned Gatorade, sought to strengthen its dominance in the sports drink market. With competitors like Powerade gaining ground, they needed a bold move. Enter Michael Jordan—a proven winner and cultural icon who epitomized athletic excellence and relatability.
Although Quaker had initially approached Jordan in 1985, they lacked the budget to compete with Coca-Cola, his existing sponsor. By 1991, however, Jordan was coming off his second MVP season and had just led the Chicago Bulls to their first NBA championship. Recognizing his value, Quaker signed a 10-year, $13.5 million endorsement deal with Jordan, making him the face of Gatorade.
The campaign’s development was not without challenges. Ad executive Bernie Pitzel initially envisioned using Disney’s The Jungle Book song “I Wanna Be Like You” but was unable to secure the rights. Instead, he wrote original lyrics, which were paired with a catchy melody by Ira Antelis and Steve Shafer. This quick pivot resulted in an upbeat jingle that perfectly complemented the ad’s message of inspiration and achievement.
Filmed across Chicago, the ad featured children of all ages mimicking Jordan’s moves on outdoor courts and in gymnasiums. Interspersed with NBA highlights, including the breathtaking layup from Game 2 of the 1991 NBA Finals, the campaign juxtaposed Jordan’s dominance with his joy and humility, making him accessible to fans everywhere.
The Need to Achieve
“Be Like Mike” effectively tapped into what Kaelyn Myers describes as the “need to achieve.” In her 2016 reflection, Myers noted:
“This ad does a very effective job on showing the need to achieve and reaching to those basketball athletes that if they drink Gatorade, they will be like Michael Jordan. Michael Jordan is a huge icon that millions of people around the world look up to… By viewing this ad, boys get a sense of hope that it is possible for them to become as great as Michael Jordan.”
This analysis underscores the campaign’s emotional resonance. By featuring Jordan in relatable moments—laughing, playing with kids, and even fumbling the ball—the ad inspired hope. It connected with young athletes and fans who saw Gatorade as more than a sports drink; it was a symbol of their aspirations to greatness.
Impact and Reception
The “Be Like Mike” campaign was groundbreaking in its ability to humanize a global superstar while promoting a product. It transformed Gatorade from a functional sports drink into a cultural icon. The ad’s imagery of Jordan laughing with kids, juxtaposed with his fierce on-court persona, reinforced his appeal as both a dominant athlete and a relatable role model.
While the campaign didn’t immediately translate to higher sales for Gatorade, it succeeded in other ways. It solidified Gatorade’s association with elite performance and prevented Jordan from endorsing rival brands like Powerade. It also shifted the sports marketing landscape, showcasing how athlete endorsements could elevate a brand’s cultural relevance.
Critically, the ad was lauded for its universal appeal. Its upbeat jingle, paired with the simple yet powerful visuals of kids mimicking Jordan, resonated across demographics. As Myers highlighted, the campaign did not target any specific race or ethnicity but primarily spoke to young athletes—particularly boys—aspiring to achieve greatness.
The Legacy of “Be Like Mike”
“Be Like Mike” has endured as one of the most iconic sports marketing campaigns ever created. In 2003, ESPN rated it as the greatest Michael Jordan commercial, and USA Today’s For The Win ranked it among the best sports commercials of all time.
The campaign’s impact extended beyond advertising. It influenced product lines, such as the “Be Like Mike” collection launched in 2017 by Gatorade and Air Jordan, which included shoes, apparel, and accessories inspired by the campaign. The hashtag #BeLikeMike was revived for NBA All-Star Weekend in 2015, introducing a new generation of fans to the campaign’s message.
In 2020, during ESPN’s airing of The Last Dance, a documentary about the 1997–98 Chicago Bulls, Gatorade revisited the campaign, blending its original highlights with footage of modern athletes like Zion Williamson and Elena Delle Donne, ensuring its timeless message of aspiration continued to resonate.
Why “Be Like Mike” Matters
At its core, “Be Like Mike” wasn’t just about drinking Gatorade or playing basketball. It was about striving for greatness, staying humble, and inspiring others. It showed that icons like Michael Jordan could not only dominate their field but also connect with everyday people.
The “Be Like Mike” campaign remains a testament to the power of storytelling in sports marketing, setting a standard that continues to influence how athletes and brands collaborate to inspire generations.
Questions related to Be Like Mike
Who came up with the slogan “Be Like Mike”?
The slogan “Be Like Mike” was created by Bernie Pitzel, an advertising executive at Bayer Bess Vanderwarker. He conceived it as part of a campaign to connect Michael Jordan’s athletic excellence with Gatorade.
What did “Be Like Mike” mean?
The phrase “Be Like Mike” symbolized the universal aspiration to emulate Michael Jordan’s greatness, whether in basketball or life. It tapped into the admiration people of all ages had for Jordan’s skills, determination, and charisma.
Is Like Mike based on Michael Jordan?
Yes, “Be Like Mike” is entirely based on Michael Jordan and his iconic stature in the world of basketball. The campaign used his image and persona to inspire viewers and promote Gatorade.
Is Michael Jordan in the Gatorade commercial?
Yes, Michael Jordan is the star of the “Be Like Mike” commercial. The ad showcases Jordan’s highlights, including his athletic feats, playful moments with kids, and signature moves, blending inspiration with relatability.
What brand ran an ad in the 90s telling you that you could be like Mike?
Gatorade ran the iconic “Be Like Mike” ad campaign in the early 1990s. It became one of the most famous sports marketing campaigns of all time, elevating both Jordan’s legacy and Gatorade’s brand.
What is the slogan for Mikey likes it?
The slogan “He likes it! Hey, Mikey!” comes from a popular Life cereal commercial. It is unrelated to “Be Like Mike,” though both became memorable advertising catchphrases.
Who said I wanted to be like Mike?
The phrase “I want to be like Mike” comes from the lyrics of the “Be Like Mike” commercial’s jingle. It reflects the sentiment of millions of fans who admired Michael Jordan’s unparalleled athleticism and success.
What is the message of “Be Like Mike”?
The message of “Be Like Mike” is that greatness is attainable if you strive for it, and Gatorade can be part of that journey. The ad associates drinking Gatorade with the determination, skill, and energy that Michael Jordan embodies.
What is Mike slang for?
“Mike” is commonly slang for “microphone,” but in this context, it’s a casual nickname for Michael Jordan. It emphasizes a friendly and relatable image of the basketball legend.
Is Like Mike kid appropriate?
Yes, the “Be Like Mike” campaign is entirely kid-friendly and was designed to inspire young basketball players and fans. It emphasizes positive themes like determination, hard work, and the joy of sports.
When was Be Like Mike made?
The “Be Like Mike” commercial was created in 1991 and first aired on August 8 of that year. Its release coincided with Jordan’s rising fame and the Chicago Bulls’ first NBA championship.