Nike executives may want to start drafting a crisis management plan after a video of Michael Jordan during the Daytona 500 went viral.
The video shows the NBA legend having what many consider to be an inappropriate interaction with Tyler Reddick’s six-year-old son, Beau.
The video shows Michael Jordan repeatedly squeezing and touching Redick’s son’s lower back area in what was supposed to be a triumphant moment.
Jordan’s 23XI Racing team just claimed its first Daytona 500 victory under driver Tyler Reddick.
Social media erupted within hours of the video’s release. Twitter users expressed shock and confusion over Jordan’s behavior during the Feb. 15 celebration at Daytona International Speedway.
50 Cent didn’t waste any time getting into the controversy. The rapper responded harshly on social media, leaving no room for explanation.
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“What are you doing? McTiff has to put these sneakers back on, I’m worried about you. Are you playing with your little ass?” 50 Cent wrote.
The footage comes at perhaps the worst possible time for Michael Jordan, as public sensitivity about child safety reaches fever pitch with the release of the Epstein documents.
Jordan has spent decades building his brand around excellence and family values. His Air Jordan empire with Nike represents one of the most valuable athlete partnerships in sports history.
Some fans came to Jordan’s defense, saying ice from the Gatorade celebration got stuck on the child’s clothes. Others pointed to Jordan’s long-standing relationship with the Reddick family through NASCAR.
The Michael Jordan movie was so over the top.
— SK ⚜️⚜️ (@StillthinkingSK) February 16, 2026
But these explanations did not satisfy critics. The video has been viewed millions of times across platforms, with many questioning why adults would need to touch children in this way regardless of the circumstances.
Michael “Jeffrey” Jordan https://t.co/lo9CTiwIfB
— EllisMuse (@ellismuse_) February 16, 2026
Jordan’s representatives have not made any public statements regarding the video or the social media backlash. Nike has also remained silent on the matter.
Why wasn’t Michael Jordan arrested for pinching a kid’s butt?
— jabba (@nutstoolo) February 16, 2026

