At the Capital Classic high school all-star game on Thursday night, Jordan was everywhere. On the court, in the locker room beneath the MCI Center, and in the huddles. The man was on everybody’s back all night. No, not the man himself, but his clothes.

The "Jordan Brand Capital Classic" is what it’s called now. From head to toe, each player’s body was adorned with MJ’s famous Jumpman logo. Call it the new face of high school basketball. Whatever, MJ has thrown his hat (and jersey and shorts) into the sportswear ring.

In recent years the quality of big name players attending this 29-year-old event has slipped. Many of the top hoopsters opt instead for the McDonald’s All-American Game (a Reebok event) and Sonny Vaccaro’s Roundball Classic (Adidas). But when the Jordan Brand company slapped it’s little silhouette of Michael on everything except the Lincoln Memorial, 20 of the nation's top players committed to the game immediately. “It’s the prestige of Jordan’s name associated with it,” says Duke-bound guard J.J. Redick.

It’s also the gobs of free stuff they get: tear-away warm-ups, sweatsuits, T-shirts, skullcaps, socks, practice jerseys, wristbands, headbands. Oh yeah, can’t forget the sneaks. The younguns come away with two pairs of the $200-a-pop Air Jordan XVII’s -- the ones that come in an aluminum attache case complete with a Jordan CD-ROM. They also get a white and red version of the shoe that is not available in stores.

“Who doesn’t love Jordans?” says guard Rashad McCants who owns about 35 pairs of Air Jordans. (Make that 37.) He’s going to Carolina, which is sponsored by, you guessed it, Jordan. Syracuse-bound swingman Carmelo Anthony says he has never worn anything but Air Jordans.

This group swears by the Jumpman logo, which has been around as long as many of these players have been alive. The actual logo was taken from a picture of Michael dunking on a Chicago playground as a rookie in 1984 -- three years after MJ himself played in the Capital Classic. My how time flies.

Chris Palmer covers The NBA Life for ESPN The Magazine. E-mail him at christopher.palmer@espnmag.com.