You see, Michael Jordan is the great basketball player of all time, but not the greatest, according to Yahoo! Shine:
I’m certain that made sense to the writer, who is probably still learning English. Just as “the Air Jordans” would make sense to a non-native English speaker. And just as best-selling would look fine without the hyphen and 1990s looks fine with the apostrophe, and sneak looks just as good as sneakers.