Melo Inc. runs into obstacles
Bad press hampers star on road to business glory
By James Paton, Rocky Mountain News (Contact)
Published April 15, 2008 at 7:30 p.m.
Updated April 16, 2008 at 1:59 p.m.
Does Carmelo Anthony deserves to be in the advertising spotlight after his recent arrest?
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Carmelo Anthony
Carmelo Anthony, successful as a businessman but not satisfied, dumped his marketing team last month and began searching for a replacement.
But any new promoter paid to transform Anthony into a bigger off-the-court celebrity will face the same old obstacles.
Playing in Colorado - not New York or Los Angeles - and failing to steer his Denver Nuggets to the NBA Finals, or even close, have suppressed his stock price.
Above all else, his career has been marred by personal problems, the latest his arrest this week on suspicion of drunken driving. Unlike fellow 2003 NBA draftees LeBron James and Dwyane Wade, Anthony's record has blemishes.
When bad headlines hit, the star manages to find a way to deflect attention. A 15-game suspension for fighting last season was followed by a trip to the All-Star Game. After he was caught at the Denver airport in 2004 with marijuana in his backpack, a friend took the blame and authorities dropped the charges.
When good news prevails, it doesn't last long. A big win on Sunday putting Denver closer to a playoff spot preceded the driving incident at 4 a.m. Monday.
Those factors have not deterred Anthony from trying to soar to James' heights in the business world.
"You can read between the lines," said Jonathan Wexler, whose Denver-based firm, Playing Field Promotions, secures endorsements and appearances for athletes. "A lot of these guys are looking at LeBron James and what kind of cultural icon he has become."
Anthony, the former Syracuse phenom, has big business aspirations, and by some measures, he's fulfilling them:
* Anthony, 23, recently extended a contract with Nike's Jordan brand, agreeing to a roughly $60 million, seven-year deal, a source familiar with the pact said. Nike hosted a party in November at a Beverly Hills Jaguar dealership to unveil the new Melo M4 shoe.
* Anthony also has signed up with Powerade, another company that likes him for the points he puts up and the personality he exudes. He's one of more than a dozen athletes pitching the sports drink.
* Team Melo has embraced the Web, too. His MySpace page has drawn nearly 100,000 friends. His blog at Yardbarker.com gives him another outlet.
Still, Carmelo Inc. has experienced some turmoil.
Anthony abruptly ended his marketing relationship with BDA Sports, the firm led by Bill Duffy that represents Steve Nash, Yao Ming and Greg Oden. It's an awkward situation for BDA agent Calvin Andrews, who said he continues to work with Anthony, "helping to run the Carmelo machine" even after his firm was ditched as the marketing coordinator.
"He's going in a different direction with marketing, and we're actively looking for a new firm," Andrews said last week. "It's an issue we want to put behind us. We want to build toward the future."
Anthony's advisers wouldn't say much about what direction the 6-foot-8 forward wants to head. But it's clear Anthony, like other athletes, is more interested in advancing into a realm in which traditional agents lack expertise. It's more about music and movies and less about mainstream corporate America.
On the Web site CarmelosWay.com, Anthony appears in videos giving fans a glimpse into his world. "Carmelo prepares for life in 2008 and beyond, with a new approach to the game and a new perspective on life," a message on the site reads. "He begins to realize that people know Melo, but do they really know Melo?"
It's a question he has probably asked old and new advisers: Do you know me?
Anthony has hired former Nike manager Theresa Tran to act as his public relations representative. Tran, who left Brand Jordan to start Tease Marketing, met Anthony when he was a senior at Oak Hill Academy playing in a high school all-star game sponsored by Nike.
Tran, responding to questions via e-mail last week, said the goal is to transform Melo into a "global icon" and to use the Beijing Olympics as leverage. Tease will help Anthony find a marketing firm on a "nonexclusive basis," she said.
"Carmelo has overcome his past obstacles and is fully dedicated to success on and off the court," she said last week.
The team believes the latest Anthony headline is not any different from ones in the past. Anthony spoke to the media briefly on Tuesday and apologized, saying he would "man-up for my mistake."
He has faced this glare before. A homemade DVD showing Anthony hanging out in Baltimore with an alleged drug dealer hit the nightly news a few years ago. During the 2004 Olympics in Athens, he was criticized by the coach of the U.S. team, Larry Brown, and labeled selfish.
The branding of Melo has made strides, though Cleveland's James and Miami's Wade tend to garner more attention:
* To cite one example, James in December appeared on the cover of Fortune, which detailed his rise as a businessman. He's also on the cover of this month's Vogue.
* Miami has been miserable this year, but it hasn't stopped Wade. He recently hired the prominent William Morris Agency to help him potentially blaze a trail in the movie, music, fashion and publishing industries, said Henry Thomas, his agent.
Anthony is compared with James and Wade for an obvious reason. They all started in the NBA at the same time.
Anthony and James have something else in common, aside from prolific scoring. They both ditched the people representing them. James in 2005 fired Aaron Goodwin, who negotiated his sizable Nike contract, and put his faith in childhood friend Maverick Carter.
But there are key differences. James and Wade are seen as more wholesome spokesmen and have been to the big stage, the NBA Finals. The Cavaliers lost to the Spurs in 2007 and Wade led the Heat to the 2006 championship.
Some of Anthony's business ventures are still in their infancy, and at least one never made it beyond that point.
An "extreme" energy drink - C1.5 - with Carmelo's face on the can, quickly went flat. The product had hit the shelves at King Soopers stores in Denver and other spots, but was pulled after several months, said Brendan Shaw, head of Intervest Media Group, the company that had promoted the beverage.
"Poor sales was one of the main factors," Shaw said. "It's a saturated market for one. But also Carmelo had too many other things on his plate."
Ugly press will not help Anthony court large corporations. They are known for being cautious, sometimes too wary, about hooking up with athletes.
"They have to be sensitive to the impact of the things they do much more so than most of us," Wade's agent Thomas said. "We may be able to get away with things because people aren't interested in what we're doing. We can have slip-ups. But this is the responsibility of being a celebrity and being in the public eye."
Still, in the past, Team Melo has portrayed Anthony as imperfect, but authentic, and Wade's agent noted that athletes - think Dennis Rodman - can flourish off the court even if they aren't squeaky-clean choir boys.
Tran, of Tease Marketing, said Anthony is "real," and that is part of his appeal. The audience he wants to reach likely doesn't care about his personal issues.
Wexler, the local marketing expert, said Anthony "probably has lost some deals. Talking to companies on a day-to-day basis I know they closely scrutinize behavior. But in the grand scheme of things," Melo's foibles haven't spoiled his brand. They pale in comparison with the sports scandals frequently splashed across the nation's front pages, Wexler said.
Said BDA's Andrews: "Obviously, he's one of the more popular guys in the NBA and he's got a good brand going. Sure, everyone wants to play in L.A. and N.Y. and win the championships. But he's gotta deal with what's in front of him."
What's ahead is the playoffs, and another chance for Anthony to shine and make people forget about his stumbles.
patonj@RockyMountainNews.com or 303-954-2544
Melo's deals
Carmelo Anthony has a number of business agreements, among them a significant shoe deal with Nike. Here are a few:
* A shoe deal with Nike's Jordan brand was recently extended for several more years. The deal is worth an estimated $60 million. The company just launched the latest line, the Melo M4.
* Anthony has an endorsement deal with Perfect Jumper, which helps players perfect their shot.
* Powerade started working with Anthony in January. The company says there are nine billboards around the Denver area featuring Anthony, Ryan Howard and Shawne Merriman.
* Anthony, a gadget freak, made an investment in mStation, a California company that makes stereos for the iPod and other technology.
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April 15, 2008
10:30 p.m.
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Shaupeen writes:
2o years ago this would have hurt KAJ's career. Now, the times have changed so much, this recent infraction might actually help his bottom line.
April 15, 2008
11:14 p.m.
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ES writes:
Why would these companies support somebody that puts peoples lives at risk and has no respect for the law? I'll never buy anything with his picture on it or anything he endorses.
April 16, 2008
7:25 a.m.
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BMat writes:
At least he wasn't carrying his friend's back pack full of weed this time. Progress indeed.
His energy drink was called C1.5? I thought they called it "Sucker Punch." Get it? Punch?
April 16, 2008
7:38 a.m.
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milloy36 writes:
Why was this column even written? Do something wrong and get more press. What a dumb writer and editor.
April 16, 2008
8:55 a.m.
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Squatch writes:
What separates melo from Wade & James is the Appearance though they all came from tough neighborhoods when you see them they arent blinged out Melo is. He is more concerned with street cred.
Have you ever heard Wade and James speak they are clearly understandable and didn’t speak in gangster talk or mispronounce words. I like Melo but he might want to act like a millionaire and not some crack dealer on the street. Once again everybody will say he is selling out but they will continue to have their hands out.
April 16, 2008
9:22 a.m.
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American100 writes:
Anthony's main obsticle is Anthony.
April 16, 2008
9:29 a.m.
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timeandagain writes:
"People know Melo, but do they REALLY know Melo?"
This article just makes me think that Anthony is a big geek! Get a life!
April 16, 2008
9:35 a.m.
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psu96 writes:
he was slinging drugs back in maryland, there are videotapes out there showung him and his thug friends.
April 16, 2008
9:40 a.m.
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vudumom writes:
I can't wait to see how he " mans up " to these new charges. If his blood alcohol level comes back as over the legal limit,will he man up and admit he is guilty and take his punishment or will his high priced lawyers make a plea deal. The only way he can save face if he is guilty is to admit he's guilty in a court of law and take his lumps like a man.
April 16, 2008
9:41 a.m.
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JustSayin writes:
The headline should have read: "Bad lifestyle choices hampers star on road to business glory".
Of course, maybe his street cred is better now that he's in trouble with the pOlice...and could AI have looked any more thug-like standing off the side of the podium during the press conference yesterday? He looked like some enforcer ready to pop a cap into anyone who dissed his man Melo.
April 16, 2008
10:05 a.m.
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ruckus writes:
persevere Melo, persevere.
Doesn't matter what you're doing, the opposition will blow everything out of proportion. You're 23 Melo and still wet behind the ears but thats OK, just continue to take whats yours. And as far as the poor decision of a DUI, I hope it was a rude awakening you have a great career ahead of you. The lil bit of MJ is cool with me though, maybe we could burn one sometime, until then just burn the fricken court down!
April 16, 2008
10:16 a.m.
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MaxInEnglewood writes:
Right on Melo! Learn from what happened on Sunday and continue your journey for success. There will always be someone to your left throwing salt on your game, screw them!
April 16, 2008
10:50 a.m.
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T1anda writes:
A lot of meaningless press and preferential treatment going to an over paid athlete who dumps a ball into a basket. Wonder what he would do if he had to get a real job??
April 16, 2008
12:01 p.m.
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TONE writes:
You said it Squatch, the difference between Wade, James and Melo is the professionalism they bring on apperance. I know, some of you may say don't judge a person by its look, but welcome to the real world. Just think about it, which bank would you prefer to put your money into... "Your Homie Bank" or "Wells Fargo"? All three star have money and rich, but only 2 represent themselve like they are gentleman(business man like wealth).
I truly believe in this quote and hopefully someone can get this to Melo, cuase I think he is a great guy and would love to see him in the same as Jame.
"Before your outer reality happen, you must first change your inner reality"
Alot of the times, people are scare that they maybe label as sell out. But come on, it is those people who lable you as sell out that has the problem and believe me they would be the first to do it. 2nd, those that keep labeling you as sellout are usually scum bag loser that don't want to maximize their own potential anyway. You can never be a sell out when you are giving back to the community in more way then one.
Just like Trump and Kiyosaki said, you are a solution by being a business owner and providing job for people. So drop the street credz and be a solution. Melo you give back to the community more then what your homies(sellout labeler).
It's time Melo, for you to get into the next level of your business venture and before you get there... Corporation has to believe that they can invest in you...
April 16, 2008
12:46 p.m.
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gr8fuldude writes:
If you want to achieve "business glory", why not go to school and learn, oh, I don't know...maybe some finance, marketing and management? Oh, and maybe throw in some speech and articulation classes so that you don't sound like you just stood on the platform at Special Olympics.
April 16, 2008
2:54 p.m.
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RaiderNation82 writes:
All you Melo haters need to relax. Thats why he makes the big bucks. To pay people to take care of that stuff for him so all he needs to do is go out and play ball and make more money.
April 16, 2008
3:13 p.m.
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ruckus writes:
no doubt,
I dont condone what Melo did because drinking and driving is not healthy for anyone besides you might spill your drink.
all the Melo haterz on here are blowing this way out of proportion. Most of them are hypocrites anyway pretending like they've never made any poor decisions in their life, you know who im talking about, i see 'em going to church all the time.
April 16, 2008
3:26 p.m.
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Squatch writes:
I have no problem melo, his tats or his clothes but no person who has been accepted to college should talk like he does. It doesnt take a lot to speak clearly and correct but once again if he spoke correctly he would be "selling Out".
I heard an interview with Adam "PAcman" Jones and the said "Scrip club" instead of "Strip Club". He said "i was being rebellion" instead of rebellious there is no excuse for this when the guy went to a major university for 3 years.
I like Melo but if i was a business person who was looking to endorse Melo wouldnt be my top choice I would gladley choose Kobe, Wade or Lebron.
April 16, 2008
3:33 p.m.
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ruckus writes:
Squatch,
you should've mentioned Bush in your post, there is no excuse for lying and talking like retard, i mean he was a cheerleader for christ sakes!
April 16, 2008
3:36 p.m.
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OhBrother writes:
I wonder why its ok for some people to have accents and other can't? I understood what he was saying and it seemed pretty clear to me. Belive it or not, that's really how some black people talk, even though it might totaly offend you and you want them to stop. If you grow up and live in a area where everyone speaks like that then it should be no suprise he does as well. In other words, would it suprise you if the way he speaks is not just somthing he can turn off and on? Accept him for who he is, he'll change if he wants to but the last thing you should worry about is that effecting his business plans-this guy has more money then you can imagine. Is that the real reason you hate how he talks but have no problem with Paris Hiltons "slang"?
April 16, 2008
3:37 p.m.
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Squatch writes:
No Doubt he is a stuttering bubbling fool but his dad paved the way for him. Hell he has somebody write his speeches and still struggles.
I dont consider Politicans good role models so that is why i didnt include him. JK
April 16, 2008
3:44 p.m.
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ruckus writes:
Squatch,
But politicians make good comedians. What better "bullsh!tter" can make you laugh?
April 16, 2008
3:52 p.m.
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OhBrother writes:
Another point- He would speak diffrently then James or Wade as they din't grow up together in the same place. Maybe James and Wade had parents that also taught them to speak properly and melo didn't, that alone doesn't prove he is less educated. I agree 100% that coming out of a major univeristy like that, he should be able to speak perfect english. What's funny to me is the amount of people that think he won't change for fear of being a "sell out" but it couldn't possible be that he ACTUAL speaks that way on a day to day basis. Again, accept him for who he is or atleast what he potrays. If you don't like him or the way he carrys himself then don't watch, listen or pay him any mind instead of insisting he conforms to your idea of a upsatnding ball palyer. I mean for christ sake, he is just playing ball it's not like he is addressing the UN
April 16, 2008
3:57 p.m.
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Squatch writes:
True. RUCKUS
Im just saying as a person of color that if you want to get ahead then sometimes you have to make changes to get there. Yesterday was a prime example during his apology he looked down the whole time and gangster slurred his apology.
After the nuggets games it is the same story when he get interviewed. Im not saying that he cant & shouldnt have some accent since all people do pronounce different but if you are trying to sell your self to the the highest bidder then you need to make a change.
If a person went into your place of business dressed in a suit but talked ghetto slang would you hire him to speak in public or a different person dressed the same way but pronounced his words clearly?
April 16, 2008
4:08 p.m.
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ruckus writes:
Squatch,
I get your point. intellectual speech can do nothing but help. but he wasn't hired for PR. He's 23 years old on the rocky flight to success. public scrutiny will help with his personal progress and presentation, he's already a superstar. I know how it is to go from the hood to a place of prestige. The fans should give him room and time to make the necessary changes with constructive criticism and without the hypocritical ignorant judgments. He's free, black and over 21 so let him do what he does best.
April 16, 2008
4:10 p.m.
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Squatch writes:
This article was about how his endorsements dont compare to the other guys and all i was pointing out was he is harder to sell to corporate america than the other two. Lebron has tats and it doesnt keep him from pimping Sprite.
I was accused of "selling out" and being "white washed" because i pronounced words the way they are supposed to be.
I like Melo and hope he stays in Denver his whole career because if he puts his mind into it he culd be a great player.
April 16, 2008
4:20 p.m.
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Squatch writes:
Nascar is a prime example of what we are talking about it used to be a Southern Sport with an image of rednecks who talked funny (not my words) but now when you watch 95% of them are articualte and well spoken and why? Because Mountain dew wants to be able to sell to everybody not 10% of the population. So the funny accent that were once nascar are very limited because every guy speaks like Jeff Gordon.
April 16, 2008
4:22 p.m.
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ruckus writes:
Squatch,
agreed. and as far as being accused of "selling out" or being "white washed" because of proper pronunciation, it happens all the time. Funny thing is alot of white people are absolutely astonished how articulate brown boy can be, go figure...