Flashback to 2005. Remember when the NBA instituted its new dress code and ushered in the dilemma every woman in America faces daily — what-to-wear/what-not-to-wear? It was developed to improve the NBA’s image. I think it worked.
Of course, for those of us in public relations, image is oh-so-important. My previous
career was in politics, so I can attest to how important image is — and how difficult it can be to correct one. But the NBA has done a pretty good job.
The league, which many accused of acquiring a thug image in recent years, was in danger of losing corporate sponsorships and fans. So it rid itself of the chains, flip-flops, T-shirts, and sunglasses (indoors). Players seem to have embraced the code, competing with one another on who can look more dapper. LeBron, who just collected an NBA All-Star trophy again last night, has had no problem with it. Jermaine O’Neal promised to be one of the league’s best-dressed and, by all accounts, has succeeded. Even two of the NBA’s “bad boys” — Allen Iverson and Ron Artest — have coped with the less-than-cumbersome rules. Iverson didn’t like the rules (or practice, if you remember), but Artest vowed to have some fun with them, like purple shoes with yellow dress pants and such. Who says proper business attire can’t be fun?
Michael Jordan probably set the standard for presenting an impeccable, professional image. Gracing the cover of “ESPN The Magazine,” (Feb. 25, 2008 edition), Jordan says the NBA doesn’t currently have an image problem. He does, however, say that kids shouldn’t come into the league until they are 21 and possess (hopefully) better judgment, which I agree with. But that is another issue.
Jordan argues for genuineness in the league, and urges it to find the right mix between corporate and street to accommodate today’s players. He wants the NBA to allow them to be who they are, and not to try to remake them in the Jordan or Magic images. David Stern may not embrace that, but LeBron and Dwight Howard, and of course Iverson, will appreciate it.
While I don’t disagree with Jordan that a “correct” mix of corporate and street can work, I also know that Stern has to look at the bottom line. Professional basketball is big business and projecting a professional image — and one that is accepted by the majority of its fans and supporters — is important to its continued success. The players are professionals and, whether they like it or not, role models who present the NBA’s image to the rest of the world. They seem to be doing a pretty good job of it right now.
April 24, 2008 at 3:55 pm
I agree with this not-so-new code of dress for the NBA because if these players are getting paid millions, like business men and women do, then they should also dress the part off the court. I agree that they should put their own flare into their dress, but approach it with a sense of respect, and not wear wild color suits or shoes as another way of seeking attention. I think that the NBA enforced the right rules for the players and the image, not only for the players, but the NBA as a whole.