In that case, Jordan is incredibly bitter. See his HOF acceptance speech.
Jordan was a great player obviously, but he does not come off as "cool" to me. You wouldn't see Muhammad Ali or Bo Jackson starring in a movie with Bugs Bunny, would you? Don't get me wrong, I love Space Jam, but Jordan did not come off as "cool" in that movie or ever, really, as great an athlete as he was.
Bill Murray came out of that movie looking cool as hell, though.
"He's a *****. It's not that he was a *****, he is a *****, and that's why he hasn't won anything."