Jordan Brand Identity

Lore & Background

The narrative of Michael Jordan at the United Center is defined by the permanent placement of his likeness. The statue was erected in 1994, the same year the arena opened, replacing the Chicago Stadium which had been known as "the madhouse on Madison." For decades, fans greeted this bronze figure outside the main entrance before entering the home of the Bulls and Blackhawks. In a significant shift for the venue's design, the statue was moved inside during the 2017 construction of a new 190,000 square foot atrium addition. This private funding project created a gathering space open to fans before, during, and after events, housing the Jordan statue within its first floor along with office space on upper levels. The relocation ensures that Jordan's image remains central to the fan experience, now protected within an event space while still serving as the visual anchor of the franchise's history.

In Their Own Story

The journey of Michael Jordan's statue mirrors the evolution of the United Center itself. When the arena opened in 1994, the statue stood outside, a bold declaration of the new era for the Chicago Bulls, replacing the old Chicago Stadium. It depicted him frozen in his most recognizable pose: mid-air during a jump. As the decades passed and the venue underwent renovations, including the addition of the Harris Club and various Jumbotrons, the statue remained an external fixture until 2017. That year, a massive privately funded atrium was added to the Center. This new structure not only expanded the arena's footprint but also recontextualized Jordan's legacy by bringing his statue indoors. Now standing inside this extension and event space, the figure is integrated into the daily flow of visitors, serving as a constant reminder of the 1994 opening and the years of dominance that followed, all while sharing the hall with tributes to hockey history.

Reader's Guide

Visitors to the United Center should look for the statue of Michael Jordan inside the newly added atrium extension. Originally erected outside in 1994, this piece is now housed within the 2017 addition, which serves as a gathering place open before and after events. The statue depicts Jordan mid-air in his iconic "flying" jump, distinct from the statues of Blackhawks players Bobby Hull and Stan Mikita that joined it later. While the surrounding area features other tributes, such as a collection of Blackhawks players located across the street on the former site of Chicago Stadium, the Jordan statue remains the centerpiece for Bulls fans within the arena itself. The 190,000 square foot atrium also houses office space and serves as a hub for fans arriving at the venue.

Did You Know?

• The Michael Jordan statue was originally located outside the United Center before being moved inside an atrium extension added in 2017.
• The statue depicts Jordan posed mid-air in his iconic "flying" jump and was erected in 1994, the year the arena opened.
• The Jordan statue is now joined inside the venue by statues of Blackhawks legends Bobby Hull and Stan Mikita.
• A separate statue featuring various Blackhawks players is located across the street on the site of the former Chicago Stadium.