Michael Jordan is celebrating a whopping 25 years as a spokesman for Hanes — a relationship that has lasted than any role in his career — with his first new commercial since 2010.

https://www.youtube.com/watch?v=VH4_3UcVI40

The commercial takes place on a golf course where Jordan does the classic Jordan eye-roll expression at his golf partner who is having a worse time than Charles Barkley on the golf course.

But the most important part of this clearly is that Jordan has been doing this for 25 years — meaning he’s influenced underwear choices for men for A QUARTER OF A CENTURY.

A look at some of his past ads:

(Thanks to AdWeek for sharing