Who will be the next Michael Jordan?

Ebony, Dec, 1994 by Walter Leavy

Several of the NBA's best are vying to become the game's new marquee player

No one knew it would end with such devastating suddenness. Still in his prime and internationally recognized as "the best basketball player on the planet," Michael Jordan closed the door on the most glorious NBA stint and walked away last year, leaving a tremendous void in the sport and raising the question of who will replace him as the game's ambassador and marquee play.

Not since Muhammad Ali has an athlete so dramatically affected a sport on virtually every level - transcending that sport and becoming an international figure that probably would be recognized in some of the remotest spots in the world.

So what's the possibility of someone wearing the crown of a guy who brought an unprecedented level of excitement to the game, did things on the court that other players simply couldn't do - and made it look easy while he was doing it? What's the likelihood of someone sharing the pedestal with the guy who won three MVP awards, led his team to three consecutive championships, had seven straight scoring titles, boosted television ratings an average of 17 percent when the Bulls played, collected two Olympic gold medals, earned an estimated $36 million annually in endorsements, and was the top draw on the road, attracting an average of 18,433 fans per game in his last season?

Not surprisingly, there's a popular thought among Jordan fans who say there'll never be another Michael Jordan.

But, in sports, history has shown that the torch has always been passed. Not always immediately, but there has always been someone else to come along and challenge what has been thought to be the ultimate in excellence. Joe Louis was followed by Muhammad Ali, and Ali by Sugar Ray Leonard; Walter Payton and O.J. Simpson followed Jim Brown; Ken Griffey Jr. and Frank Thomas followed Willie Mays and Hank Aaron, and even Jordan himself filled the void left by the incredible, high-flying Julius (Dr. J.) Erving. And perhaps there's some youngster out there, who will someday make us forget the basketball artistry that was Michael Jordan.

Presently, though, fans have one question: Who among today's NBA elite can be considered the heir to Air Jordan's crown? Although the league still has plenty of talented players, most observers agree that there is no one who brings the total package that Jordan showcased in the NBA for nine incredible years. There are players who might exhibit some Jordanesque qualities, but no one is close to transcending the sport the way Jordan did with his magical combination of athletic ability, will to win, charm, magnetism and unbelievable commercial appeal.

Perhaps Shaquille O'Neal comes closet to reaching Jordan's stature. The 7-foot, 300-pound Orlando Magic center, whose contract averages $5.7 million a year, is the league's biggest attraction. Like Jordan, he has been marketed to be a public figure, and what he does better than anyone else is attract and fascinate the nonfan who buys a ticket or watches television just to see what everybody is talking about.

"I like the image Michael's made for himself, an image of a good guy who gets involved in the community, likes kids, has a lot of self-confidence but isn't just some crazy egomaniac," O'Neal says in his book Shaq Attaq! "I remember thinking, back when I was at LSU, that the great thing about Jordan was that he got cheered in every arena around the NBA, and how I'd like to be that kind of player."

That dream has come true for Shaq, and he has also made serious inroads into the advertising world that opened its arms so widely for Jordan. From shoes to soft drinks, Shaq clearly has become the biggest product hawker since Michael, and he is becoming a believable spokesman for a whole generation. That appeal has been broadened by his appearances with the rap group Fu Schnickens and by his staring role in the movie Blue Chips.

But perhaps the results in a recent survey indicate just how well Shaquille is doing in the quest to pick up where Jordan left off. When asked, 450 boys and girls - between the ages of 11 and 17 - chose O'Neal over Jordan as "coolest of the cool." Despite Shaq's popularity, though, he will have to take the Magic to a championship - or at least deep into the playoffs a few times - before he can seriously be considered to have Jordan's crown within his reach.

In that race to grasp Jordan's crown, Shaquille's closest contender probably is Charles Barkley, the 1993 league MVP who is one of Jordan's closest friends. The Phoenix Suns'say-whatever-is-on-his-mind star has blended his fierce competitiveness and controversial nature to boost his popularity and create enough crossover appeal to thrust him into a host role on TV's Saturday Night Live and make him a frequent guest on the late-night talkshow circuit.

During his career, Barkley has been one of those players who's more than a star. He's a featured attraction. An event. For some, he's bigger than life. After all, this is the same guy who was featured slam-dunking over Godzilla in a Nike TV commercial. But his "I'm not a role model" proclamation has split his supporters who disagree about the obligation of sports figures to set positive examples for youngsters.