Let’s face it, the NBA’s image has taken a few hits recently.
Even non-sports fans remember the high-profile Kobe Bryant sexual assault trial. Even worse for the league was the Detroit Pistons/Indiana Pacers brawl in which several of Indiana’s players charged into the stands and assaulted fans. Additionally, Dallas Mavericks owner Mark Cuban reports that some corporate customers of certain teams are "uncomfortable with the appearance of some players," i.e. tattoos, baggy clothes, flashy jewelry, etc.
To combat this, the NBA launched two new initiatives. The first is getting an excessive amount of attention compared to the second, which is far more important and in the long run has a good chance of improving the public and corporate perception of the league.
The first, of course, is the much-discussed NBA dress code, which some players have vocally decried as everything from "basically retarded" to "racist." I think this is most likely an initial knee-jerk reaction, since the dress code really isn’t that strict. It’s essentially "business casual," which is more lenient than the dress code *I* have to abide by at my job. (And I’m not complaining.)
The second initiative is the ambitious "NBA CARES," which emphasizes charity and volunteerism among NBA players. It sounds like it has the potential to make a genuine difference in the way the league’s players are viewed. Most importantly, it looks like it will have substance, which will be the key to its success. The NBA needs to show the public that its players are good, likeable people, the kind of players worth rooting for. While a dress code certainly won’t hurt, programs like NBA CARES will go much further in reinforcing that belief with the public and corporations.
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