It's the irony of NBA marketing that amazes me. The entire brand has been globalized thanks to thin Euro gunners, made famous by Michael Jordan, tested by Kobe Bryant, and resurrected by LeBron. I love everything about it...except the rampant hypocrisy that stems from that Integrated Marketing Communications program the league cooked up.
It started with MJ. What most people forget is that Jordan wasn't a "good person". Remember Kobe wasn't the first player to struggle with infidelity (cough cough Carla Knafel). MJ was a gambler (cough Donaghy and Barkley). And a "TERRIBLE" teammate (he punched Steve Kerr, berated underperforming teammates, and killed Kwamae Brown's career before it even started).
But his undeniable excellence on the court kept the prestine glory of His 'Airness' unchallenged. Everyone wanted to be like Mike...and for Gatorade and Nike life was good.
Then Came Kobe. Ah yes Kobe...the Jordan Successor who still hasn't been able to shake the selfish and arrogant tag that he got before he even played a game. (It started because he wore sunglasses on his head to a press conference...seriously). When he came out of high school. Kobe's brand suffered because of those labels. And the league...well they let it ride because 1.) The game needs a villain...2.)They still had Jordan to fight the emerging anti-hero 3.) Kobe was arrogant. Not necessarily more than any other star, but hey Shaq had better soundbites, so go with the other guy.
So Kobe was forever brandished as a selfish outsider with an unwavering desire to alienate the world with a "shoot first, pass never" mentality. Of course anyone who watched Kobe or Jordan play knows they shared the exact same disposition on the court. It screamed "I'm the best, I know it. And here is an inhuman athletic feat to prove it. And oh yeah here's 5 assist to keep the criticism at bay". Don't let anyone fool you into thinking that Jordan was the consummate passer...check the box score on his '95 playoff game in Orlando (career high 49 shots).
In 2005, something strange happened. LeBron James appeared and suddenly another marketing gem was born. James is gregarious, lightly humorous and less Jordan and more Magic. Just what the game needed to cancel out the growing population of fans that divided the NBA fanbase into two different entities-the 70% of those who abhor Kobe and the 25% who loved him...the other 5% just wanted to get the transcript of his trial. So "King James" was born.
In light of recent events I now have to point this out...LEBRON JAMES IS MORE ARROGANT THAN EITHER MIKE OR KOBE.
I know the marketing gurus in the NBA would have you believe otherwise, but LeBron is the most insolent and contemptuous mega star the league has ever seen. No amount of assist or triple doubles will negate that. Here's why...
1.) He actually refers to himself as 'King James'. He wears the tag proudly. At least Micheal let Spike Lee proclaim "It must be the shoes" on his behalf.
2.) He has a shoulder width Tattoo on his back that says " The Chosen One"...I repeat. "The Chosen One".
3.)“You guys seen every phase of my game tonight, the scoring, the rebounding, the assists"...a direct quote following his brilliant "Nickle Double" at the garden(52...10...11). He actually said that. Note when Kobe scored his 61 nights earlier he did it and let the buckets talk for him. He didn't even give interviews the next day. And When Michael got "Treys for days" syndrome in Portland all he did was shrug his shoulders
4.) That autocratic Machiavellian pregame ritual of throwing rosin powder in the air. He stands at the center court sideline facing the crowd...puts on the powder...and in a grand gesture of pretension tosses the powder in the air and stands there with his arms spread like a statue...allowing the fans to soak up the greatness that is "King James". Sure it made for a dope Nike commercial, but seriously that is beyond arrogant. The game hasn't even started and your showboating.
5.) Stop talking about how he shares the ball...he does it for the sole purpose of everyone noting how good of all around player he is...see the above quote for proof.
6.) He has a commercial campaign called "The LeBrons". Enough said.
7.) LeBron will get his Willis Reed on off the court. No fur coats, but how many magazine covers will feature him sitting in a thrown, wearing a leaning crown.
That being said the arrogance that Jordan, Kobe and LeBron share is more than merited. If I could average 35 a game, or drop 81, or put up a 50 point triple double I might have a bit of a herculean ego myself. But how the NBA packaged the three is amiss. All three are other undeniably great...but LeBron wears it on his sleeve. Or in his case...his tattooed back.
It started with MJ. What most people forget is that Jordan wasn't a "good person". Remember Kobe wasn't the first player to struggle with infidelity (cough cough Carla Knafel). MJ was a gambler (cough Donaghy and Barkley). And a "TERRIBLE" teammate (he punched Steve Kerr, berated underperforming teammates, and killed Kwamae Brown's career before it even started).
But his undeniable excellence on the court kept the prestine glory of His 'Airness' unchallenged. Everyone wanted to be like Mike...and for Gatorade and Nike life was good.
Then Came Kobe. Ah yes Kobe...the Jordan Successor who still hasn't been able to shake the selfish and arrogant tag that he got before he even played a game. (It started because he wore sunglasses on his head to a press conference...seriously). When he came out of high school. Kobe's brand suffered because of those labels. And the league...well they let it ride because 1.) The game needs a villain...2.)They still had Jordan to fight the emerging anti-hero 3.) Kobe was arrogant. Not necessarily more than any other star, but hey Shaq had better soundbites, so go with the other guy.
So Kobe was forever brandished as a selfish outsider with an unwavering desire to alienate the world with a "shoot first, pass never" mentality. Of course anyone who watched Kobe or Jordan play knows they shared the exact same disposition on the court. It screamed "I'm the best, I know it. And here is an inhuman athletic feat to prove it. And oh yeah here's 5 assist to keep the criticism at bay". Don't let anyone fool you into thinking that Jordan was the consummate passer...check the box score on his '95 playoff game in Orlando (career high 49 shots).
In 2005, something strange happened. LeBron James appeared and suddenly another marketing gem was born. James is gregarious, lightly humorous and less Jordan and more Magic. Just what the game needed to cancel out the growing population of fans that divided the NBA fanbase into two different entities-the 70% of those who abhor Kobe and the 25% who loved him...the other 5% just wanted to get the transcript of his trial. So "King James" was born.
In light of recent events I now have to point this out...LEBRON JAMES IS MORE ARROGANT THAN EITHER MIKE OR KOBE.
I know the marketing gurus in the NBA would have you believe otherwise, but LeBron is the most insolent and contemptuous mega star the league has ever seen. No amount of assist or triple doubles will negate that. Here's why...
1.) He actually refers to himself as 'King James'. He wears the tag proudly. At least Micheal let Spike Lee proclaim "It must be the shoes" on his behalf.
2.) He has a shoulder width Tattoo on his back that says " The Chosen One"...I repeat. "The Chosen One".
3.)“You guys seen every phase of my game tonight, the scoring, the rebounding, the assists"...a direct quote following his brilliant "Nickle Double" at the garden(52...10...11). He actually said that. Note when Kobe scored his 61 nights earlier he did it and let the buckets talk for him. He didn't even give interviews the next day. And When Michael got "Treys for days" syndrome in Portland all he did was shrug his shoulders
4.) That autocratic Machiavellian pregame ritual of throwing rosin powder in the air. He stands at the center court sideline facing the crowd...puts on the powder...and in a grand gesture of pretension tosses the powder in the air and stands there with his arms spread like a statue...allowing the fans to soak up the greatness that is "King James". Sure it made for a dope Nike commercial, but seriously that is beyond arrogant. The game hasn't even started and your showboating.
5.) Stop talking about how he shares the ball...he does it for the sole purpose of everyone noting how good of all around player he is...see the above quote for proof.
6.) He has a commercial campaign called "The LeBrons". Enough said.
7.) LeBron will get his Willis Reed on off the court. No fur coats, but how many magazine covers will feature him sitting in a thrown, wearing a leaning crown.
That being said the arrogance that Jordan, Kobe and LeBron share is more than merited. If I could average 35 a game, or drop 81, or put up a 50 point triple double I might have a bit of a herculean ego myself. But how the NBA packaged the three is amiss. All three are other undeniably great...but LeBron wears it on his sleeve. Or in his case...his tattooed back.
