USA Today, Money Section/April 9, 1996

Hardaway Enough to Rise Above ‘Air’ Jordan

By Bruce Horovitz
USA TODAY

Michael Jordan is no longer No. 1. Anfernee “Penny” Hardaway, the Orlando Magic superstar, has outscored the Chicago Bulls star as the meet popular athlete ranked by teens in a study to be released today by the research firm Teenage Research Unlimited.

Jordan tied for second with Detroit Piston Grant Hill.

Jordan had ranked No. 1 for eight consecutive years on the nation mail-in survey of 2,000 teens.

Popularity with teens is crucial for the pro athletes in search of lucrative marketing careers. After all, it is teens who purchase most of the sneakers, soft drinks and athletic wear that pro athletes endorse.

But it isn’t always on-the-court feats that propel an athlete’s image. “Popularity with teens often has to do with who is coolest in ads, “says Peter Zollo, president of Teenage Research. Also, he noted, teens generally consider Hardaway, who is 23, to be more their contemporary than Jordan, who is 33.

Hardaway ranked 16th in last year’s teen year’s teen poll. But he has since appeared in six humorous “Lil’ Penny” TV spots for Nike that feature him speaking to a tiny, lifelike doll that represents his alter ego.

Jordan, whose marketing career began with Nike, is now appearing in just one Nike spot. “It’s a no-lose situation for us,” says Nike spokesman Erin Patton. “But I suppose there are young kids who are disconnected from Michael’s past heroics.”

Others on the top 50 list: San Francisco 49ers receiver Jerry Rice and baseball’s Cal Ripken Jr. (tied for third); Dallas Cowboy Emmitt Smith (forth).

One very familiar athlete didn’t fare so well. Orlando Magic star Shaquille O’Neal fell to 15th from No. 7.

Tennis’ Steffi Graf was the top woman, ranked 34th.