It didn’t matter that he didn’t win the dunk contest that night (Zach LaVine did). Everything had changed as far as his place in the sport and marketing worlds were concerned. “It took me from a domestic, American-known name to all over the world, people knew who I was,” Gordon told ESPN after Thursday night’s dunk contest practice session. “After that 2016 dunk contest, people really started to take a liking to me all over the world.”