I'd say Jordan. While both were immensely popular at their primes, Jordan's popularity was based on his talents + being marketed as a great guy who anyone of any race, creed, or color would love to have in their home for dinner. Tyson's was based on his talents + the sideshow freak-like nature of the angry, ,rage-filled black man. "Be like Mike" would never, ever have been sold to kids or their parents looking for an athletic role model for their kids. Also, Jordan's prime lasted way longer than Tyson's.