Dressing Like Grown-Ups
I don't talk about the NBA too much on this blog. I think, maybe once I've done it, and it was brief. But I wanted to put in a few words about the NBA's new dress policy before it became sorely outdated.
A recap: the NBA is mandating that its players present themselves in 'business casual' dress anytime they're representing the team-- so travel to games, on the bench if injured, press conferences, et cetera. One of the bullet points on that mandate is that players are not allowed to wear chains, pendants or medallions outside the clothes (inferring also the Run-DMC style alarm clocks, which I don't see so much anymore, but I'm assuming they're included as well).
Why are they doing this?
It's a simple marketing thing. The NBA has none-too-subtly gone in the hip-hop direction in recent years, and while this in itself isn't a bad thing at all, the execs are afraid that this will alienate the fan base that every sport tries to lure-- families.
Having players dress like thugs and rap artists brings tons of money to the game-- hip hop culture is filled with dollar signs-- but it's also dangerously hinging itself on what could be just a fad, so when the 50-cent era finally wears off, which it will, it risks losing all the cash that this recent wave has brought to it.
OK, so it's financially motivated, so what?
You knew just by reading the article that it was only a matter of time before the race card was played. And it was, first by Steven Jackson of the Pacers. Not that I'm saying he's wrong, because if I were in that position, it would certainly seem to me that my employers were trying to make my workplace "less black."
Do I personally think it's racially motivated? No, I don't. I don't think the NBA has any issue with it being a "black" sport, I just think they're trying to make it more of a family atmosphere. When you bring families into your fan base, you're reaching youth, who will in turn bring their kids when that time comes, and so forth. You're creating a steady economic base for your product.
The easiest parallel here is to the NFL, which has done a superb job at marketing their product to young, old, hip and uncool alike. And if you compare the level of discipline between NFL and NBA players (at least when they're representing their teams), it's no contest. The NFL has got it down (but then again, you could always go into the 'team sport' vs 'individual sport' argument, but we'll save that one for now). The NFL is all about class, an attribute that many NBA players are sorely lacking.
My point in all of this is to reiterate that the NBA's decision, at least as far as I can tell, is strictly about its own economic future. Unfortunately, it creates a negative byproduct of perceived persecution. Hopefully, the players will see past that and look at the road ahead of them-- a much brighter, well-paved road-- and basketball might have some hope of gaining some of its lost fans again.
posted by BJC @ 6:27 PM
Your thoughts (3 so far)
3 Comments:
I can't stand the NBA. Most pro sports actually. I like the purity of college and minor leagues.
And I think the over-sized clock medallions could actually be attributed to Flavor Flav and Public Enemy. Not to be picky.
Al - Yes, but I don't think they were technically representing the team on that trip, which is a pretty important distinction to make. You can't control these guys all the time.
Derek - It's OK to be picky, I think you're right anyway.
To look and dress in a professional way only enhances that these are professional sports and not some fashion or lack of show. The minor leagues as well as the NHL all have the class to wear clothing that shows they are at work and must behave so. Playing the race card is just simple bullshit, are these NBA (national baby association) remembering that there are men in the league that are of all colours and races?
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