Dad Killer is arguably the greatest benefactor of marketing in American history. Every single thing about him was carefully constructed, in addition to cir stances all working positively in his favor.
The most intelligent move they made was not alienating any demographic, which is especially unique for an NBA player and the biggest reason Lebron is so polarizing. Other than Peyton Manning and Larry Bird, Jordan is probably the most beloved team sports athlete among white Americans, which is an impressive feat, can't lie.
If you just looked at him and his antics without any noise, you'd see a sociopath who verbally and physically assaulted teammates, was heavily protected by the NBA on the court, protected by everybody off the court(he was making too much money for all affiliated parties). He single-handedly killed the team aspect of the NBA, both stylistically and marketing-wise. Even today, at 57 years old, he's still an insecure, petty child, despite being widely beloved and considered the GOAT