Michael Jordan

he entered the NBA in 1984, Jordan quickly blew past the norms and practices of product endorsement while redefining his position on the floor.

If he has slowed along the way, he has done so only to readjust his speed. And in the wake of Chicago's first NBA title, he's now moving faster, covering more ground and making more money along the way than any player in the history of team sports.

His legend, which has been formed and fashioned by an incredible combination of circumstance, talent and desire, only grew when he powered the Bulls past Los Angeles last June. Off the court, where Jordan's economic feats are fast dwarfing his game performances, he has taken another historical leap.

In early August, Quaker Oats, which spends only about $30 million annually to advertise Gatorade, signed Jordan to a numbing $18 million, 10-year contract. If it was a stunning coup for Quaker Oats, it was also a costly one, as the company had to outbid Coca-Cola, which had featured Jordan in commercials for several years.

A championship ring has made Jordan hotter than ever.

"He transcends the sport of basketball," said Nike's Melinda Gable. "It's hard to conceive of him being more popular than he already was, but that's what's happened."

"He transcends almost every kind of category you could put him in," said Alan Friedman, editor of Team Marketing Report in a St. Louis Post-Dispatch story. "He is one of the few players who has built respect and admiration worldwide."

But if Jordan blinked, no one noticed. With the Gatorade deal done and others on the horizon, Jordan's total compensation is expected to fall between $16 million and $20 million during the 1991-92 season. In other words, Jordan will come close to doubling the income of the Laker's Magic Johnson, who has played five more years and has won four more titles.

It also clearly makes Jordan the highest paid athlete in the history of team sports. Arnold Palmer, the acknowledged endorsement pioneer, figures to have dropped well behind Jordan. In fact, according to Brian Murphy, publisher of The Sports Marketing Letter, Jordan and Johnson are the only non-golfers among the top five athletes in annual income. Palmer's second, Jack Nicklaus is ranked third, Johnson fourth and Greg Norman fifth.

"I saw that figure where he had just passed Palmer with $11 million (in annual income)," said ProServe's David Falk,