How a Trip to Paris and the Legacy of the ’90s Chicago Bulls Inspires Zach LaVine and DeMar DeRozan
Zach Lavine doesn’t usually give away his sneakers after the final buzzer, but this night wasn’t a typical NBA night.
After dropping 30 points and securing the win in a momentous game held halfway around the world from home, LaVine spotted a little girl rocking a No. 8 Chicago jersey on his way to the locker room. Something told the two-time All-Star to slip off his blue New Balance Fresh Foam BBs and hand them over to a fan he never knew he had and who may never see him play again in person.
On the evening the NBA returned to Europe for the first time in three years, it was a special gesture by the Chicago superstar. His way of showing love after his squad was showered with the kind of adulation that made Paris’ Accor Arena almost sound like Chicago’s United Center.
“Only time we might be able to play in Paris so give some stuff away and show some appreciation to the fans,” LaVine said after the game.
That little girl was one of the thousands at the Association’s second regular season game ever held in the French capital, an otherwise forgettable affair in January between Chicago and Detroit, who vividly and vociferously backed the Bulls.
Among the cosmopolitan Parisian crowd, designer Chicago letterman jackets, immaculately maintained Starter pullovers and limited-edition hoodies were almost as ubiquitous as red Bulls jerseys. The numbers 8 and 11—worn by Chicago’s current stars LaVine and DeMar DeRozan, respectively—were as well-represented as the numbers of the franchise’s legends like Derrick Rose’s No. 1, Scottie Pippen’s No. 33 and, most especially, Michael Jordan’s iconic 23.
When the Bulls were introduced, the crowd cheered like crazy. They booed lustily when the Pistons took the floor for warmups. And as the Bulls raced out to an early first-quarter lead they’d never relinquish, the vibes inside the sold out arena, located in the city’s 12th arrondissement, were distinctly Windy City-ish. Every dunk, swish and positive play by a player in red was admired, appreciated and applauded.
“I know for me, I’m going to look back years and years down the line and realize how great of a moment this was,” DeRozan said after the game. “It definitely was a beautiful atmosphere and definitely was a privilege to be part of this whole thing.”
While the NBA didn’t exactly take over Paris the way some American journalists covering the game suggested—it was, after all, Men’s Fashion Week and the city experienced a major labor strike that shut down the Metro on game day—it was a reminder, or a statement for those unaware, that the Bulls remain one of the most popular NBA teams among basketball-crazed Europeans.
That might catch followers of the sport in the States by surprise, but the League has plenty of data points to illustrate just how far and wide the Bulls fan base stretches. According to the NBA, Chicago is No. 2 in international merchandise sales, ranks among the top 5 most popular League Pass teams outside the US and is scheduled to make multiple appearances in primetime on Sundays in the European and Middle East TV markets this season. Bulls merchandise out-sold all others at the NBA Store in Paris leading up to the game against the Pistons, and the highest-selling jersey that week belonged to a Bulls player with a distinctly French surname.
“It just shows how much our fan base is growing,” said LaVine, who says his great-grandfather was French. “It’s not just Chicago or the United States. That’s just a tribute to how much success they had and how much the brand has grown.”
The “they” LaVine referred to was, of course, the Bulls of the ’90s starring Jordan, the man who shifted and shaped basketball culture on and off the court unlike any other player in the game’s rich history. While Jordan and the ’92 Dream Team were responsible for galvanizing a generation of European athletes to forsake soccer and pick up a basketball, the continent hadn’t fallen for his Bulls following the ’92 Olympics. That came five years after the Barcelona games when Jordan, with five NBA titles to his name, and his Chicago teammates touched down in Paris for a preseason tournament against international squads.
Four months removed from repeating as NBA champs, the Bulls—minus Scottie Pippen and Dennis Rodman, neither of whom made the trip—were welcomed like rock stars for the McDonald’s Championship. Fans flooded the streets outside the Bulls’ hotel, hoping to catch glimpses of the team or miraculously score an autograph from the man who became as synonymous with sneakers as he did with dominating the competition. With hundreds of credentialed media members from all points of Europe there to document his every move, Jordan, in typical fashion, dazzled with 27 points in 29 minutes in the final against Greece’s Olympiakos, the ’97 European champs. Barely touching the floor in the fourth quarter, guess who earned MVP honors?
“I just do my job whenever I’m on the basketball court, and I don’t know if I pleased them,” Jordan, referring to the Parisian crowd, told NBC’s Ahmad Rashad after the game, “but I did my job.”
One of the fans lucky enough to witness it was a pre-teen Joakim Noah. The son of acclaimed tennis pro Yannick Noah was blown away by MJ’s athleticism and magnetism, just like everyone else in attendance at the Palais Omnisports de Paris-Bercy. Ask Noah, who spent many of his formative years in Paris, why the Bulls remain so popular abroad and he’ll immediately talk about that transcendent day. It’s the genesis of Noah wanting to be like Mike instead of his legendary father and Europe’s crush on Chicago’s professional basketball team featuring the most famous athlete on the planet.
“Don’t overthink it,” says Noah, the Bulls’ first-round pick in the 2007 NBA Draft. “It’s Michael Jordan. I was at that game. I was a young kid, just so inspired by watching his grace and how beautiful he was on the court.”
The influencer decades before any hack with a smartphone could become one, MJ’s gravitational pull was so strong in 1997—with four MVPs, five Finals MVPs, 13 signature sneakers and one blockbuster (Space Jam) on his résumé—that the Bulls became your team if Jordan was your guy.
“If you look at Mike, and what he means to the culture, this is how the Bulls have transcended,” says fashion designer Chaz Jordan, who is not related to MJ. “The Bulls and Michael are symbiotic. You cannot separate the Chicago Bulls from Michael Jordan just because of all he has achieved on the court as well as the brand off of the court.”
A native of Chicago who had Bulls season tickets and worked alongside Don C and the late Virgil Abloh at RSVP Gallery, Chaz Jordan has spent a chunk of his adult years living abroad. He laughs thinking about all the times he’s hooped in Paris, where his 1989 STUDIO brand debuted its FW23 collection a day after the Bulls and Pistons played, and whenever he’s asked where he’s from, he knows what’s coming next. “I tell them Chicago and they immediately say, Oh, Michael Jordan and the Bulls,” says the designer. He’s also amazed at the random places where MJ disciples—and Bulls fans—pop up around Europe.
“You have these pockets in these smaller towns where people are literally bigger fans of the Bulls and Jordan than some Chicagoans, which is so crazy,” says Chaz. “They eat, sleep and bleed Michael Jordan.”
Members of the fashionable set might point to the iconic Bulls jersey, easily one of the most recognizable, as a low-key reason for the team’s international popularity. Since it’s a statement to be a basketball fan in Europe, where soccer will forever reign supreme, rocking a red throwback with “Chicago” in script on your chest attracts a certain amount of attention. And possibly new additions to the fan base. While Bulls’ merch sells extremely well overseas, Noah ain’t buying it.
“It’s one of the most recognized jerseys around the world because of His Highness, the Black Cat, Michael Jordan,” says Noah.
And even though the franchise hasn’t exactly been a model of consistency since MJ’s last game with Chicago—two playoff appearances over the past seven seasons and just one conference finals appearance since ’98—you can’t accuse Europeans of being fair-weather fans since support and interest in the team hasn’t demonstrably nosedived. One recent seismic event may have actually reignited the continent’s love for the franchise.
Amidst the black hole that was the first half of 2020, as the pandemic raged across the world, one of the few beacons of light for sports fans was The Last Dance. The acclaimed documentary about Jordan’s final season with the Bulls, whose first episode featured behind-the-scenes footage from the ’97 trip to Paris, debuted when the sports world was dark. A fresh wave of Bulls and Michael Jordan nostalgia washed over Europe.
“I think we’re all familiar with the fact that we were starving for programming. We didn’t have the games on, and then The Last Dance drops, and it was just perfect in terms of feeding that fandom,” says Ralph Rivera, NBA managing director for Europe and the Middle East. “But it also introduced a whole new set of fans to the game and to Michael Jordan and the Bulls. I think that reignited the fandom.”
The Bulls arrived for their most recent Paris trip a few days early so they could take in the sights and sounds. Just like during the franchise’s first visit, the team took a picture in front of the Eiffel Tower. Unlike 26 years ago, when every Bulls player aside from Jordan could walk around the city without being bothered, times had changed. While Jordan lamented his lack of anonymity during that trip, the current Bulls embraced it. LaVine and his teammates were easily recognized approximately 4,130 miles away from Chicago without any issues.
“Obviously, the Bulls are one of the most popular franchises in the world, and it’s just an honor to come over here after Michael,” LaVine said.
One thing he made sure he did before touching down in Paris was queue up MJ videos. Emulating the work ethic and mindset of one of his idols has always been part of LaVine’s preparations, so consuming Jordan highlights was nothing out of the ordinary. But on the long flight from the States, before he would ball out in front of a French arena filled with Bulls fans, LaVine watched a 34-year-old Jordan cook up the competition in the McDonald’s Championship.
LaVine chuckled when he saw Artūras Karnišovas, the current Bulls executive vice president of basketball operations, matched up against MJ. A native of Lithuania who had an excellent four-year stint at Seton Hall before a standout international career, Karnišovas scored 19 points that day for Olympiakos. Like so many other basketball fans across Europe, he grew up watching and rooting for the Bulls.
Photos via Getty Images.
