In a move that has sent ripples through both the sports and advertising worlds, Michael Jordan, the basketball legend and global icon, recently made headlines by turning down a staggering $200 million offer to appear in a commercial alongside fellow NBA superstar LeBron James. The reason for Jordan’s refusal? A terse and potent declaration: “Never with this woke creep.”

The commercial, envisioned as a landmark collaboration between two generations of basketball greatness, aimed to bridge the gap between fans old and new. The $200 million deal, a figure that underscores the monumental value brands place on these athletes’ influence, was expected to be a slam dunk in terms of marketing success. However, Jordan’s unequivocal response has instead spotlighted the deep ideological divides that can exist even among the most elite athletes.

Michael Jordan’s decision to turn down the lucrative offer is emblematic of more than just a personal vendetta or professional rivalry. His use of the term “woke creep” to describe LeBron James—a player known for his activism and outspoken stance on social justice issues—illuminates the cultural and political fissures that have permeated not just sports, but society at large.