There is no denying that at the height of Michael Jordan 's dominance, the NBA was at its most popular and felt inseparable from his presence. MJ and the Chicago Bulls were a global phenomenon that gave the league relevance it had never seen before.
So when Jordan stepped away for the second time in 1998, many fans feared on whether the NBA could survive the loss of its biggest star. To many, it felt like history repeating itself when Larry Bird and Magic Johnson retired.
Still, then-commissioner David Stern saw the bigger picture. He believed that the league could still thrive on emerging stars, just as MJ did when Magic and Bird exited the spotlight.
"This is a very strong league," Stern said . "It's made more strong by Michael Jordan. When Larry Bird and Magic Johnson retired, everyone said, 'The NBA is over.' No one even mentioned Michael."
The NBA's modern rise began in the 1980s, fueled by the rivalry between Bird's Boston Celtics and Magic's Los Angeles Lakers . Their battles undoubtedly rescued the league from a period of declining popularity and gave it a rivalry fans could invest in.
By the time both legends stepped away in the early 90s, they had laid the foundation for a new era that belonged to Jordan. The league expanded internationally during his reign of dominance as ratings surged, merchandise exploded, and the league became a worldwide brand.
Naturally, the assumption was that once Jordan left, all of that momentum might disappear. But Stern, who had overseen the league's countless transformations, recognized a pattern. The NBA had already survived a generational shift, and he believed it could still survive another.
"This is an unforgiving league. You have to win. Right now, there are eight to 10 teams that think they'll be the next champions of the NBA. That's the sign of a very strong league," Stern said.
By the dawn of the 2000s, a new wave of stars was already emerging. Players like Kobe Bryant , Allen Iverson and Tim Duncan were redefining the game in their own ways. They didn't replicate Jordan, instead, they diversified the league's appeal.
Not to mention that with the Bulls' dynasty ending, other teams had the chance to shine in the spotlight. The Los Angeles Lakers opened the decade with a three-peat led by Shaquille O'Neal and Kobe, while the San Antonio Spurs emerged as one of the most definitive dynasties in history.
Jordan's departure in 1998 led to a temporary dip in television ratings and overall buzz. Stern's emphasis on sustainability remained true as the league and its teams thrived.
The parity helped sustain fan interest across multiple markets. And at the same time, the league continued to globalize as international players became more prominent and it leaned into storytelling about teams and their stars rather than relying on a single player.
Stern played a crucial role in that transition, pushing for innovation and building new stars to ensure the league's marketing machine continued to thrive. That formula kept the league one of the most popular in sports and was only heightened in the 2010s with stars like LeBron James and Steph Curry , proving once more that the league can and will always develop new stars.
And as a new generation emerges today with the likes of Victor Wembanyama , Shai Gilgeous-Alexander and Anthony Edwards , Stern's comments still ring true. The NBA was a strong league and while it became stronger because of Jordan, it was never really dependent on just him.
This story was originally published by Basketball Network on May 17, 2026, where it first appeared in the Off The Court section. Add Basketball Network as a Preferred Source by clicking here.
