The exact words
The commercial
In 1997, near the end of his career with the Chicago Bulls, Michael Jordan starred in a short Nike commercial that became one of the most quoted ads ever made. In it, Jordan walks from a car into an arena, past fans and into the players’ entrance, while his voice lists his failures: the thousands of shots he has missed, the hundreds of games he has lost, and the many times he was trusted to take the game-winning shot and missed. Then comes the punchline: “I’ve failed over and over and over again in my life. And that is why I succeed.”
The irony is the point. By 1997 Jordan had five NBA championships, with a sixth to come the next year, and was widely regarded as the best player in history. Hearing him talk only about failure turned the usual sports ad upside down.
What it means
The message is that failure is not the opposite of success but part of it. Jordan’s misses came from taking shots that lesser players avoided, and each failure taught him something. The idea fits a famous part of his story: as a high school sophomore he was left off his school’s varsity team, a disappointment he often said drove him to work harder.
It is worth remembering that the line comes from an advertisement written for Nike. Jordan said the words, and the numbers described his real career, but it was not an off-the-cuff remark.
How to use it
The line is ideal for a team talk after a loss or a graduation speech about resilience. In writing, mention that it comes from a 1997 Nike ad; it is accurate and makes the source clear without undercutting the message.
What people get wrong
Something Jordan said spontaneously in a press conference or speech.
It is from a scripted 30-second Nike commercial. Jordan spoke the words, and the numbers reflect his career, but the line was written for an ad.
Timeline
- 1984Jordan joins the Chicago Bulls and signs with Nike, beginning the Air Jordan line.
- 1991–1993, 1996–1998Jordan leads the Bulls to six NBA championships.
- 1997Nike airs a commercial in which Jordan walks into an arena and lists his failures, ending with the famous line.
- TodayThe ad's script is quoted in classrooms, locker rooms and business books as a lesson about failure.
Use it in a speech
Questions people ask
Where does Michael Jordan's quote about failure come from?
From a 30-second Nike commercial called “Failure,” first aired in 1997, in which Jordan lists the shots he has missed and the games he has lost.
What does the full ad say?
Jordan says he has missed thousands of shots, lost hundreds of games and missed many game-winning shots he was trusted to take, then ends, “I've failed over and over and over again in my life. And that is why I succeed.”
Did Jordan write it himself?
It was a scripted advertisement produced for Nike, so the words were written for the ad. Jordan spoke them, and the statistics describe his career.
Cite this quote
These cite the original source directly, so you can use them in an essay or paper. Always check your teacher's required style.
Sources
- Nike, “Failure” television commercial featuring Michael Jordan (1997).
- Basketball Reference, Michael Jordan career statistics.