Colin Cowherd reignited the GOAT debate this week by asserting that LeBron James has internally accepted he’ll never eclipse Michael Jordan’s legacy. In a stinging critique, Cowherd pointed to LeBron’s recent contract decision as proof that he’s no longer chasing the 6-time champion’s ghost.
“LeBron wasn’t willing to leave $52 million on the table for a mid-level exception. LeBron’s a billionaire,” said Colin on ‘The Herd.’ “And my take is with LeBron is that it’s not about [winning] anymore. I think Michael Jordan’s still in his head. He knows in the basketball community, he’s never gonna catch MJ.”
Cowherd highlighted three key areas where he believes Jordan still outpaces LeBron: brand power, emotional connection, and singular loyalty, suggesting James lacks the intangible magic that makes Michael feel unforgettable. It’s a bold claim, and in L.A.’s championship spotlight, it’s sure to raise eyebrows.
“MJ is 6-for-6, MJ is more memorable, MJ’s got the logo, the brand, and sells more shoes, he’s more romanticized. There are a dozen plays, to this day, that you can close your eyes and think about Michael Jordan. With LeBron, there’s one — that chase down block against the Warriors, that’s it. I think LeBron, at this point, he’s never gonna catch him. He’s never gonna catch him in net worth. MJ’s net worth is $3.5 billion. LeBron, even with the massive money he’s paid, is worth $1 billion… I think he’s chasing Michael.”
For Cowherd, one key point against LeBron is his habit of changing jerseys when the going gets tough. From the Cavaliers to the Heat, back to Cleveland, and now the Lakers—potentially eyeing another move—LeBron has built his legacy through mobility, not loyalty., LeBron has a history of forcing his way out of hopeless situations. Michael, meanwhile, never wavered in his loyalty to the Bulls.
“Here’s the difference: MJ makes you feel something, LeBron doesn’t. You want to make you feel something about a product, and Michael makes you feel that. Michael’s richer, more memorable, bigger brand, and he makes you feel something, and LeBron doesn’t,” said Cowherd. “LeBron has kinda bounced around to the best basketball opportunity every chance he gets.”
Even after 22 years in the NBA, LeBron falls behind Jordan in several key areas, such as championships (five to Jordan’s six), MVPs (four to Jordan’s five), and All-Defensive first team selections (five to Jordan’s nine). By all accounts, while Michael does not have the same longevity as James, he was more efficient with his time in the NBA and was able to do more in fewer seasons.
That’s not to mention Jordan’s success off the court, which includes various business ventures that have exploded his net worth to $3.5 billion. James, meanwhile, just hit the $1 billion mark despite being one of the world’s most iconic athletes for over a decade now.
If you ask LeBron himself, he’ll tell you he became the GOAT after winning the title in 2016, but clearly, not everyone agrees. In many ways, LeBron’s legacy is already set as the second-greatest player ever, and nothing he does will ever close that gap with the Chicago Bulls legend.
While LeBron continues to play at an elite level deep into his 40s, Cowherd’s point is less about stats and more about symbolism. Jordan is mythology; singular, dramatic, untouched. LeBron is mastery; measurable, durable, but increasingly familiar. And for some, that’s the difference between great and greatest.
