Brand MarketingCHEWS SIDESBy Adweek Staff|April 14, 1997ShareBy Adweek Staff|April 14, 1997ShareIt may have been the last unasked question for Chicago Bulls mega star Michael Jordan.Following a game last week against the Philadelphia 76ers, Jordan was asked by a courtside television interviewer what kind of gum he so visibly chews during games. Ever the smart businessman, Jordan paused before answering, with a grin, ‘Doublemint.’ He added that he didn’t have an endorsement contract with Doublemint marketer Wm. Wrigley Jr. Co. in Chicago.‘There is nothing more wonderful than an unsolicited testimonial,’ said Ron Cox, group vice president of marketing for Wrigley. ‘We’re not going to take any action on this.’Cox was in New York when his wife called him after watching the game with the news of Jordan’s Doublemint endorsement. ‘She’s an avid Bull’s fan and said, ‘You’re not going to believe this,’ ‘ Cox said.Jordan’s response also gives Cox a definitive answer the next time a shareholder asks what kind of gum the hoops star chews. After a recent inquiry, Cox said there was a 50-50 chance Jordan chewed a Wrigley brand.Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED Midwest Adweek Adweek