Dirk “Legend”? Race, Nation, and the NBA
David J. Leonard | special to NewBlackMan
On the eve of the 2011 NBA finals, Professor Walter Greason asked the readers on NewBlackMan: “Can Dirk Save the NBA?” Citing the NBA’s history, its efforts to court white fans from “middle-America,” the centrality of racial meaning to its marketing strategies/popularity, Greason concludes that Dirk Nowitzi has the potential to “save the NBA.” He writes, “If Nowitzki overcame James, especially in a series of emotionally draining, well-played games, a new version of the Larry Bird-Magic Johnson rivalry of the 1980s would be born. It was that era that created the possibility of Jordan's global appeal. If the NBA hopes to create a global sensation that will extend its reach for new generations of fans in the twenty-first century, Nowitzki must defeat James in this year's Finals. Dirk may be the last chance to save the NBA.”
At one level, the argument about the NBA’s desire to produce white superstars to cater to white fans otherwise uncomfortable with a largely black league erases the NBA’s global turn. With a league increasingly reliant and interested on fans from Latin America, Asia, and Europe, the necessity for a Larry Bird in the twenty-first century has weakened. According to a 2007 study, 89 percent of Chinese between the ages of 15 and 54 were “aware of the NBA,” with 70 percent of youth between the ages of 15 and 24 describing themselves as fans. With 1.4 billion viewers watching NBA games during the 2008 season (up through April 30th) on one of the 51 broadcast outlets in China, and 25 million Chinese visiting NBA.com/China each month, basketball and the NBA are cultural phenomena within China.
If we take China as example, the NBA has been tremendously successful marketing the game through the likes of Bryant, James, and Iverson, whose talents, racial bodies, and whose markers of hip-hop/youthfulness/ have rendered them as authentic basketball commodities. As of 2010, Kobe Bryant possessed the top-selling jersey for 4 straight years in China. That year, LeBron James, Dwight Howard, Kevin Garnett, and Derrick Rose founded out the top-five. Yao Ming wasn’t even amongst the top 10. His absence can be partially attributed to injuries but for several years he has been outside the top 5. A similar circumstance is evident in Europe, where Kobe Bryant, LeBron James, and Dwayne Wade were the top selling jerseys in 2010 (10 out of top 15 were African American players; 5 European players) All that being said, in a cultural sense, in terms of image, and in terms of the NBA’s relationship with corporate America, there remains an effort to both conceal its blackness all while selling its whiteness.
























