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James Fenn | Lessons from “The Last Dance”

James FennMore than 15 years after he retired for the third and final time, Michael Jordan is still unbeatable. The Last Dance, the 10-part documentary series (aired on ESPN in the US and Netflix in the rest of the world) following Jordan and the 1990s Chicago Bulls has become a global phenomenon. At a time devoid of live sports, it has dominated conversation in the States and driven huge ratings. It is already ESPN’s most-watched documentary ever. It has even crossed over to the UK, where basketball is not close to being one of the biggest sports, but where the documentary has been among the top shows on Netflix since its release. Having made the canny decision to move up the release date of the documentary due to Covid-19 lockdowns across the world, the show has made that rare transition, moving from a hit on its own platform to a genuine cultural moment.

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