Image Makeovers: Marketing Sports Heroes

Professional athletes are paid enormous amounts of money to provide entertainment and excitement to the fans. The accompanying stress and stardom provides an environment ripe for inappropriate behavior. It seems like every week some athlete commits a crime or makes some careless remark about minority groups. This week I comment on two other blogs how athlete’s behavior off the field affects their public image and marketing potential. The first blog post focuses on Muhammad Ali’s commitment to personal values at the expense of his career. Although always outspoken and controversial, he has become a sport’s icon for his unbending support of human rights. The second blog post follows the rise, fall, and reinvention of Kobe Bryant’s image among his fans. Unlike most members of professional sports, Kobe received a second chance to rebuild his shattered image and now guards it meticulously. My comments on these posts can be read below.

In response to the blog “To the greatest of all time,” I agree that Muhammad Ali is a true sport’s hero recognized by many fans and athletes today. Back in the 1960’s it was rare for a celebrity sport’s star to voice his opinion on any political subject. Not only was Ali labeled a loudmouth and irreverent poet by newspapers and sports-casters, he directly challenged the military industrial complex. During this dark era of American history, he stood firm and became a popular anti-hero with those opposed to the Vietnam War. Today, popular athletes rarely take positions on anything except non-controversial subjects like clothing and food choices. The blogger states that athletes are “image conscious and seemingly bend over backwards to avoid taking stands that may jeopardize endorsement deals.” Athletes now consult their lawyers and public relations staff before commenting on sensitive subjects. Just last week, Tim Hardaway, in photo to the right, permanently tarnished his popularity by speaking out against gays and lesbians. He immediately tried to retract his statement by saying, “I shouldn't have said I hate gay people or anything like that. That was my mistake.” More importantly, publicly stating he hates gay people will only endanger his own popularity and paycheck. NBA Commissioner Stern’s quick and decisive action to distance Hardaway’s views from the league can only lower his respect from his peers, fans, and employers. Muhammad Ali was forever outspoken and outrageous but never publicly criticized any individual groups. In contrast, Hardaway casually revealed his feelings on gay people during a radio interview and will never be able to achieve Ali’s status as a true hero.

I find this blog an excellent example of how to reinvent a superstar. Kobe Bryant was the prima donna of the championship Lakers during the 2000-04 seasons. Immediately after his acquittal for rape charges, Nike released a commercial with Kobe saying, “Love me or hate me…I hate that I am loved for the exact same reason.” Kobe was frustrated with his love-hate relationship among NBA fans. Los Angeles fans loved him while almost everyone else despised him. Eventually, many LA fans began to blame him for everything wrong with the Lakers, including the firing of Phil Jackson and the trading of Shaquille O'Neal to the Miami Heat. This time period was the nadir of Kobe’s career. They even made a bobble head doll to celebrate his fall from grace (see picture to the left). Fortunately, owner Jerry Buss kept faith in Kobe and used his public relations team to reinvent Kobe’s image. The blogger refers to Kobe as the “Black Mamba” named after a reformed female criminal in DC comics. The choice of a woman character reflects Kobe’s new respect for female values as evidence by his public apology to his wife after committing adultery. This description fits Kobe as perfect as his customized shoes. The “KB824” transformation from reclusive chauvinist to unselfish team player took place over the last few seasons. This year completes the recast as he changed jersey numbers from 8 to 24. The number change had two purposes: (1) boost jersey sales and (2) distance himself from his sordid past. Kobe hopefully has learned his lessons well and will be rewarded “symbolically by his placement adjacent to LeBron at the center of Nike’s basketball future.” Not many people get second chances in recovering stardom. Hopefully Kobe will not pass up this opportunity.