"It gets to the point where it’s ridiculous, and people believe their own hype" - Jerry West dishes on the NBA's promotion of individual players

jerry-west

Los Angeles Lakers great Jerry West thrived in an era where the NBA wasn’t as big on marketing as it is now. After all, the league didn’t stop showing tape-delayed games until the 1982 NBA Finals. This meant players had to earn their stripes to get recognition, unlike today, where social media and constant highlight reels help players become stars overnight.

While the man nicknamed “The Logo” acknowledges that marketing and promotion have helped grow the NBA’s popularity, he also believes they have downsides. In an interview with Slam Magazine, West expressed frustration with the league’s putting the onus on individual players, calling the tactic “mind-boggling.”

Build your reputation organically

The native of West Virginia played in the league from 1960 to 1974 and he didn’t take long to earn a reputation as one of the league’s best. West earned his stardom through hard work and dedication to the game as an All-Star and an MVP contender before becoming a fierce defender later in his career.

He didn’t have social media channels back then, but that didn’t stop him from becoming a name synonymous with excellence in the sport. Jerry believes that something is missing in today’s NBA: the opportunity for players to build their reputation organically without relying on the league’s tremendous marketing machinery.

“It’s really mind-boggling. At one time, you really had to earn your spurs in this league, and you don’t have to do that anymore,” the 12-time All-NBA team member remarked.

West added that the league has otherworldly players who genuinely deserve promotion and praise. However, some are just a crossover or a stepback jumper away from being labeled “stars.”

“There are some wonderful players in this league, and also some players who are not so wonderful who are marketed to the hilt, and it gets to the point where it’s ridiculous, and people believe their own hype,” West stressed.

Personalities over the product

West furthered his point by saying that most companies elect to be endorsed by a player with a recognizable personality over someone who is actually elite in their respective field. This could be true of players like Jordan Poole and Kyle Kuzma, both of the struggling Washington Wizards, who have lucrative deals with Nike and Puma, respectively, despite not being top performers in the league.

“The marketing of players has created untold wealth for many sports stars. You can’t blame them or the company that covets the relationship with them, but that doesn’t mean the player is good. There are many players who don’t measure up to their marketability,” West quipped.

To be fair, Jerry has no issues with the league’s marketing efforts, as he knows they bring in an enormous amount of revenue. “Mr. Clutch,” though, wishes companies would use their marketing power more wisely and tie up with players who have proven track records, not only popularity.