Will Charlie Sheen take a Michael Jordan ad off the air?It's a question the sports-marketing world may soon be discussing in the wake of Sheen's arrest over Christmas on charges of domestic violence, second-degree assault and criminal mischief. For the past two years, the star of CBS' "Two and Half Men" has appeared alongside Jordan in a series of spots for Hanes underwear, which the former basketball star has endorsed since 1989.
Representatives from Hanes, which is based in Winston Salem, NC -- about 200 miles from Jordan's childhood home -- did not respond to multiple calls or emails, and the company's offices are officially closed until January 4, according to an automated email from a Hanes spokeswoman.
Neither Jordan, who's a part-owner and manager of basketball operations for the Charlotte Bobcats, nor his agent David Falk could be reached for comment regarding Sheen's arrest or Hanes' plans going forward.
Only Nike, which began its relationship with Jordan after he turned pro in 1984, has a longer relationship with the Hall of Fame guard than Hanes, which has featured Jordan in more than 25 TV ads during the past two decades. In recent years, Hanes has paired Jordan with a series of Hollywood stars -- including Cuba Gooding, Jr., Matthew Perry and Jackie Chan -- in ads for the company's various lines of men's underwear. (Jordan has sung the praises of just about every possible Hanes product, including "Fruit of the Loom" briefs "No Ride Up" boxer briefs, as well as "Tagless" undershirts.)
The TV commercials starring Jordan and Sheen, which first appeared in 2008, are for Hanes' "Comfortsoft" shirts, and the most recent spot was airing in wide rotation this past weekend. The reports of Sheen's arrest in Aspen first began appearing in the afternoon of Christmas Day, and earlier today, various gossip sites released a recording of the 911 call allegedly made by Brooke Mueller, Sheen's wife, after the couple's altercation early Friday morning.
TMZ also posted the report from the police officer who first arrived at Sheen's home -- the document details the couple's heated argument, as well as Mueller's alleged charge that Sheen held her down on a bed and held a pocket knife to her neck.
If Hanes does pull the Jordan-Sheen ad, it would mark the latest public-relations snafu for Jordan, who was widely criticized for the wistful tone of his speech at his Basketball Hall of Fame induction ceremony in September. Since retiring -- for the third time -- from the NBA in 2003, he has been largely ineffective as a basketball executive, first with the Washington Wizards and, since 2006, with the Bobcats. In 2007, he and his wife Juanita finally split after a previous divorce announcement. According to published reports, Juanita Jordan received about $168 million in the settlement.




