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Jordan has the hot hand
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November 18, 1996: 12:31 p.m. ET
Michael Jordan looks to take success with him off-the-court 
From Correspondent Donald Van de Mark
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NEW YORK (CNNfn) -- Two of the biggest names in entertainment came to theaters on Friday: Bugs Bunny and Michael Jordan.
The Warner Bros. movie "Space Jam" (937K QuickTime movie) was No. 1 at the box office over the weekend, raking in an estimated $29 million. Although it's Jordan's first movie, he's hardly a rookie when it comes to business.
The film is the latest leap into off-court action by the Chicago Bulls' superstar. (793K QuickTime movie) Jordan knows how to find the best pick-up games, earning an estimated $40 million a year endorsing more than 70 items -- from sneakers to hats to comforters.
Fans can even smell like Mike. Michael Jordan Cologne is selling for up to $35 a bottle.
While sneakers would seem to be a perfect fit for a basketball player endorsement, Martin Brochstein, executive editor of the Licensing Letter, wondered about the new olfactory venture. (218K WAV) or (218K AIFF)
Toy stores are stocking up on items they hope will be big sellers if "Space Jam" continues to smash the glass at the ticket window.
Some analysts speculated that this latest flurry of commercial activity reflects the 33-year old's awareness that his career will soon be winding down.
Few sports stars have maintained their popularity after their playing careers ended, with one notable exception.
"The one player who has been able to turn his on-the-field success into off-the-field success, in recent times, ironically, is O.J. Simpson," said marketing analyst Louis Oppenheim of Athletes and Artists.
Simpson went on to do commercials for Hertz car rentals and also had a constant, if undistinguished, film career, appearing in "The Naked Gun" series among others.
Obviously, recent events have dulled the O.J. luster but Jordan may be interested in keeping his name prominent after he retires. 
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