NBA Dressed-Up For A Better Image

The NBA announced its player dress code. No more baggy pants, jerseys, shorts, sneakers, bling-bling, etc. Only business casual attire. The code gets very specific even about what players must wear on their way from the bus to the arena; a 100-ft distance! In other words, Chauncey won't have a problem adjusting. Rip might.

Obviously, the NBA is trying to rebuild its deteriorating image. More interestingly, the code was agreed upon by all parties: NBA commissioner, team owners, and the players union. I can understand the commissioner and owners' position as they're desparate to improve their teams' image. I'm not sure about the union's position. From the player's stand point, and strictly business speaking, the code reduces their endorsement bargaining power. In the end it's the younger demographic that's buying their jerseys and sneakers. A demographic not very impressed by business suits and leather shoes.

The code concerns me a little in terms of personal freedom of expression. I'm not happy with how "rapper-hip-hopic" the NBA has become; even though some hip-hop doesn't hurt (you can't say Dr. J's afro didn't make it more fun to watch him), but I think the code only suppresses it rather than solve it. Suits didn't stop players from participating in last year's Detroit brawl anyway.

The NBA ought to look at the way players are being recruited. The recently agreed upon age limit will partly help. You can't pay 18 year-olds millions of $$ and expect them not to enjoy it. Also, the great increase in recruiting European players will help improve the image, even though it takes away from the NBA's "dunk" edge. Those players have shown that they care more about the game's fundamentals than what's on off the court. Also, it's either today's coaches are too soft or players are too snobby. More effective discipline is needed. Last year a coach imposed a $10,000 fine on players not wearing suits, and to avoid the hastle, one player wrote a big check to him in advance because he wasn't willing to comply.

On the same day, the NBA launched it's "NBA Cares" charity program. Bad, bad, bad timing for the dress code announcement! which has taken over the news and done enough damage by the players reactions such as Stephen Jackson calling the code racist, and Iverson asking for more money to afford business suits, heh. They could've done PR for "NBA Cares," which is much more sincere and effective in improving an image than a dress code.

In a nutshell, NBA is playing a classic business, PR game in which they're fooling the fans whom they're trying to improve their image to.

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Side Note: Make sure to tune into Michael Jordan's interview on "60 Minutes" on Sunday at 7 pm.