Sonny Vaccaro strikes again

My 6 loyal readers know how I feel about this topic, but here we go again...

The Sporting News is reporting today that Mississippi State University has retained the services of a lawyer that has experience dealing with other schools in times of crisis, pertaining to potential rules violations and NCAA inquiry.

Why?

Because Renardo Sydney is 6' 10", plays basketball, is under the advisement of Sonny Vaccaro and has committed to MSU, after previously making an oral commitment to USC. In the Sporting News report, Vaccaro "acknowledged that he gave the family $20,000 to help with the move (from Mississippi to California)."

On April 24th, I ranted about Vaccaro and this latest admit in The Sporting News sickens me even more. USC and UCLA allegedly rescinded offers to Sydney, because they claimed to be concerned about possible scrutiny into Sydney's story.

So, here we go again. Everyone knows Vaccaro is connected. The former shoe company executive just happens to have $20,000 lying around to help a kid and his family move halfway across the country? And there is nothing in it for him down the road? OK.

Vaccaro is not registered as an agent, but c'mon. Those of us around it know how basketball at this level works: The prominent and powerful AAU teams that circumvent regulation. The ways that runners work under the radar and launder money from different sources, not out of the goodness of their heart, to coincidentally help 6'10" teenagers who can shoot, but as an investment in a potentially greater windfall down the road.

Again, I understand maximizing opportunity, and I do not begrudge a teenager for taking the path that allows them to potentially change the lives financially of those closest to them, but I am first and foremost an educator, and reinforcing the concept that education is a red-headed step child compared to the glamour of fame, to impressionable, naive young people really gets to me.

And that is what is happening here. Again.

According to the Los Angeles Times, the percentage of American adults of all ages with a four-year bachelor's degree was estimated at 17.1 percent in a 2007 Census survey. And we all know what a great career you can typically have with a High School Diploma or GED on your wall. So, we stand by, and let people like Vaccaro continue to ride the wave of these promising, athletic children? And when their wave crashes, where are the Vaccaro's of the world? Certainly not with them. They are back out to sea looking for the next one.

Under Armour reaches plateau in life cycle?

The Baltimore Business Journal reports on the athletic apparel giant facing the challenges presented not only by the economy, but also by its evolution on the product life cycle curve. They have great brand awareness and equity, but stiff competition from Nike, adidas, and everyone else under the sun. After all, mimicking is the sincerest form of flattery.
We shall see if the brand loyalty they have mustered is enough in the long term.

Why this ad works

Darren Rovell presented the new Gilette ad featuring its trio of endorsement superstars:
Roger Federer, Derek Jeter and Tiger Woods.




Gilette is on the money with this, because the music and scenery and choice of athletes all blend perfectly.

Woods, Federer and Jeter are endorsement gems because they understand humor, and can poke fun at themselves. They are guys to whom we can relate, and are not afraid to show a side of themselves that is human. Peyton Manning in his "priceless" commercials delivers the same result.

This ad hits multiple market segments, those who can relate to the athletes, and those of us who understand that 1970s music and imagery in the advertisement from the famous movie starring John Travolta. Now, if he had made a cameo appearance in the commercial, that would have been the icing on the cake.

Is creativity in the genes?

Sports Business Daily and Darren Rovell reported on a youtube.com video created by 14 year old Ben Gullett. Ben's dad is the former VP of Marketing for the Tampa Bay Lightning.

In an effort to contribute to the job search (as well as perhaps make a social statement about the economy, and broadcast his support for his Dad), 14-year old Ben created the video "Mark by Ben."

It's creative, alluring, poignant, sincere, and really well done. Almost 3,000 hits as of this morning.

Is Kellogg's quietly answering critics?

Darren Rovell put Kellogg's to task last month when they conveniently announced they would not renew Michael Phelp's endorsement contract after "the bong picture" surfaced. There was still time left on the contract, and Kellogg's remarked that they would simply not renew, and let it run its course. We debated in class the merits of Kellogg's position. Were they just taking advantage of a publicity opportunity to denounce the acts of Phelps, without putting any real action behind it? In other words, Rovell challenged them to pull product from the shelves, if in fact, they really were appalled by Phelps' behavior.

So now, Kellogg's is still mum on the topic but Rovell has reported that the San Francisco Food Bank is receiving about 3,800 pounds of Kellogg's cereal product, an amount that could make them eligible for a $15,000 tax deduction. Another potential publicity stunt, or just quietly responding to a call to back up their vocal denouncement of Phelps with some real consciously-motivated action?