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Lebron Manager Maverick Carter Impresses Critics at BC Event
The fact that Maverick Carter's name rings bells across the country says a lot about the public's perception of him. An athlete's manager -- even one who manages an athlete as ubiquitous as Lebron James -- rarely makes the papers for his work. But after arranging James' "The Decision" ESPN special and sending him parading around South Beach with his new teammates as if the 2011 NBA championship was in the bag, Carter secured an infamous rep as the inept manager who turned the NBA's golden boy into its most reviled villain.
As a Celtics fan and,[link widoczny dla zalogowanych], more importantly, a diehard,[link widoczny dla zalogowanych], pre-bandwagon Lebron hater, Carter is my hero. His blunder convinced the rest of the sporting world of what we in Boston already knew about James: He's a self-centered, individualistic player who lacks the otherworldly drive that made Michael Jordan, Larry Bird, and their peers legends in NBA lore. So when I found out that a sports business professor at Boston College had arranged for Carter to speak on campus last Thursday, I was giddy at the prospect of meeting the man behind the great collapse of my least favorite player since Brad Miller.
You can imagine, then, how disappointed I was to find that, although James stepped right into his new image by losing pathetically to the Dallas Mavericks (ironically) in the NBA Finals, Carter turned out to be anything but the idiot I expected. Sometime between landing an internship at Nike with no college education and destroying his best friend, business partner,[link widoczny dla zalogowanych], and biggest client's squeaky-clean image, Carter picked up a knack for marketing all kinds of products to the masses, from energy strips to headphones to human beings.
Sure, it doesn't hurt to be attached to the hip of (formerly) the most marketable name in sports, but Carter's insight convinced even his harshest critic (me) to ease up. As he sat in the front of a surprisingly small classroom in his understated navy blue sport coat,[link widoczny dla zalogowanych], rainbow striped socks, and sneakers, Carter fielded easy questions from the professor, then some tougher (but inevitable) ones from the students.
When "The Decision" questions finally started coming after almost 30 minutes,[link widoczny dla zalogowanych], Carter was wary but prepared. When a brave student asked what he might have changed about the now-infamous display of egomania, Carter said that, in retrospect,[link widoczny dla zalogowanych], the length of the program was his only regret. When another student followed up with a question about James' dwindling Davie-Brown ratings (an index that measures the effectiveness of a celebrity's brand),[link widoczny dla zalogowanych], Carter simply said, "I don't even keep up with that [stuff]," then deftly pointed out that James' jersey and shoe sales were still higher than those of any player in the NBA.
After the room had had its fill of Lebron stories,[link widoczny dla zalogowanych], Carter explained the fascinatingly simple yet powerful origins of his less James-centric business exploits. One of his latest ventures,[link widoczny dla zalogowanych], Sheets -- dissolvable energy strips,[link widoczny dla zalogowanych], similar to breath strips, that contain "no chemicals to give you the jitters,[link widoczny dla zalogowanych], no sugar to give you the crash," said Carter -- came from the basic idea to develop an energy product that doesn't come with jittery side effects. Even more ingenious than the product,[link widoczny dla zalogowanych], though, is Carter's idea to market Sheets to every demographic,[link widoczny dla zalogowanych], "from athletes, to college students, to construction workers," and to hire entertainers and celebrities from all different backgrounds to endorse it.
That's even more impressive considering that Carter couldn't pay the celebrities a dime up front and instead promised only potential prosperity as the product grows. If Carter's business cred holds enough weight to convince the likes of Amare Stoudamire, Pitbull,[link widoczny dla zalogowanych], and Run-DMC to endorse a product essentially for free,[link widoczny dla zalogowanych], it may be just enough to eventually make the world forget that he orchestrated the most significant PR blunder in professional sports history.
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