Being an energetic and light-hearted event in the midst of the regular season, the NBA Slam Dunk Contest offers excitement for basketball fans and non-basketball fans alike. The champion of the 2026 AT&T Slam Dunk Contest was Keshad Johnson. Keshad Johnson primarily plays for the Sioux Falls Skyforce, which is the Miami Heat’s G-League affiliate.
As the Slam Dunk Contest has evolved, elite players have withdrawn from competing; however, there was a time when generational talents such as Michael Jordan and Dominique Wilkins went head-to-head in the contest. The Superstar Externality of Jordan and Wilkins’ rivalry impacted the NBA economy.
The high level of competition between the two stars drew many to turn on the broadcast, allowing the NBA to gain greater revenue from CBS and NBC. In a time like the 1980s, common social media apps like Instagram or TikTok were not available, forcing live television to be one of the only ways to tune into the contest. The consumer demand caused a financial spike for the NBA.
At the 1988 Slam Dunk Contest, Michael Jordan did his signature dunk, cementing his legacy and win over Dominique Wilkins. Jordan’s iconic move evolved into the Air Jordan logo, exhibiting the effect that viewership of Jordan and Wilkins’ rivalry had on the basketball economy.
