^^^ This...
From the time he came to the league, he was getting big endorsements but couldn't get his team over the hump. His 63 point game was flashy but still a lot of white america didn't like it & called him a ball hogg even though he got a lot of props from bird after the game.
In hindsight early in jordan's career he was somewhat viewed like carmelo anthony or pre championship dirk. A tremendous offensive player that doesn't play on both ends so he can't be called a superstar. Jordan will even tell you this day he silence a lot of critics in '88 when he won DPOY. It was rare & still is for a guard to win it. He didn't wanna be viewed a great offensive player, he wanted the label of a SUPERSTAR which you can only get playing on both ends.
By '89 I think the conensus around america was jordan was a SUPERSTAR, his shoes were high sellers, commericals, etc... But after that '90 season he was viewed as a "pre championship peyton manning". Superstar who can't win the big one. Once he got it '91 the rest was history...
Now was jordan hated? Go ask Clyde, barkley, ewing, starks, malone, stockton, payton/kemp...etc.. He stopped a lot of great players from winning championships so I'm sure low key they were salty & their fans.
From the media to overall fans he was & still is beloved. You go into the wrong babershop saying lebron is better than him or even kobe & you'll probably get a fade...