words // Nick DePaula
Unlike this summer's class of incoming rookies, when the 2013 NBA Draft was approaching last spring, it was universally thought to be a lukewarm crop of players. That not only was an indictment on the talent level, but from a brand standpoint, the personalities, playing styles and markets where players were headed was unexciting all around.
It's a stark difference from where the ping pong balls may land tonight, when storied franchises like the Los Angeles Lakers, Boston Celtics and Chicago Bulls all have a crack at the bottom half of the lottery. (And all subsequently might have a shot at trading for Kevin Love.)
Of course, the Milwaukee Bucks have the best shot of snagging the top overall slot this year, but a year ago, things were much more bleak throughout the top 10 of the draft order.
As the 2013-2014 regular season kicked off last fall and began to play out, a few things became instantly apparent about the best & worst signings of the 2013 Draft:
- JORDAN BRAND: Victor Oladipo / Otto Porter / Cody Zeller
Michael Jordan's Bobcats might still need some help drafting. Also, if you are drafted by the Bobcats Hornets, you'll subsequently most likely be handed a shoe deal with Jordan Brand. Of the last five Bobcats picks to make the team opening night, only Kemba Walker hasn't landed a Jordan deal. He was however unsuccessfully pitched by MJ after the draft to join the brand, in the hopes that Walker would break his then-verbal agreement with Under Armour.
Before the 2013 Draft, Cody Zeller was an apparent lock to be signed by adidas. He went to Stripes-sponsored Indiana University, both of his brothers got adidas deals as they turned pro (with Cody being the most touted of the three by far), and still, once he was selected 4th overall by Charlotte, the Jordan deal came right along.
Outside of Zeller, Team Jordan also signed the two players drafted ahead of him, Jordan-sponsored Georgetown's Otto Porter, and Hoosier teammate Victor Oladipo. The #2 pick headed to Orlando was thought by many to be the frontrunner for Rookie of the Year, and after some personal lobying on behalf of Li-Ning by Dwyane Wade (with an assist from coach connection Tom Crean), Oladipo opted to join Jordan Brand instead.
While he stuck to a basic mix of Prime Fly and XX8 SE PEs in Magic colorways for the season as he learned the tools of the trade at both guard positions, analysts are still exceptionally high on Oladipo and his all-around game and he will almost certainly pay off for Jordan down the road as the team continues to improve. The jury is still out on Otto Porter, who came to Washington as an already local Hoya with high hopes, but battled an early season injury and didn't see consistent floor time on a veteran laden roster surging towards the Playoffs.
All in all, not a terrible draft for the brand, considering the politics at play behind signing both Zeller and Porter. In the long run, Oladipo will been a great get for the Jumpman.
- ADIDAS BASKETBALL: Ben McLemore / Steven Adams / Shabazz Muhammad / Tony Snell / Tim Hardaway Jr & Peyton Siva
The adidas Basketball category has enjoyed a stellar renewed focus on the NBA Draft since Chris Grancio took over as Head of Global Basketball Sports Marketing in time for the 2011 Draft. However, of the three drafts since, this was their weakest.
They didn't land an under-the-radar immediate impact player like Kenneth Faried and Iman Shumpert in 2011, or future franchise players like Damian Lillard and Andre Drummond in 2012. Instead, they added two shooters who had up and down seasons (but still have bright futures) in Ben McLemore and Tim Hardaway Jr., and a range of role players.
While he was touted as an elite wing scorer in High School, just before the draft, it was revealed that Shabazz Muhammad was actually a full year older than his stated age -- 20 and not 19. I was never as concerned about his perceived character issues that many people felt were a red flag. To me, the red flag was his one dimensional game that I didn't see translating to the next level, where players were explosive and getting to the rim would be harder.
Muhammad struggled through his first season in Minnesota, not seeing much time on the floor. He was said to be paid the same $300,000 that would've netted adidas the eventual Rookie of the Year, but of course, hindsight is 20/20 and the brand had been tracking Shabazz for years now with the hopes of signing him. There's also the fact that it's only one year.
After carefully picking the sleepers in the previous two drafts, 2013 was a quiet one, and it's safe to say the 2014 Draft will be exponentially more impactful for adidas.
- REEBOK: Nerlens Noel
At the time of the announcement of the newest player to join Reebok last summer, I was a huge fan of the signing. Noel has his own personal sense of style and awareness that I can see working well for him -- yes, even as a big man. Most of all, it made sense for Reebok as they were shifting their focus more towards their Classics division and modern updates to past icons. His youthfulness works well at a time when the brand's roster of current athletes is clearly lacking.
Noel can wear Shaq or Kemp tribute product as a bigger player, and also rep for Allen Iverson as a 76er. The endorsement deal has a lot of its own crossover potential that makes it a sharp signing. As expected by everyone at the time of last year's draft, Nerlens missed the entire 2013-2014 season with a leg injury, so it remains to be seen of course just how effective he is once he hits the court. The deal might be graded as an incomplete so far, but it'll be interesting to keep an eye on what he wears this upcoming season and if Reebok will look to pursue any other players in the 2014 Draft that offer as many tie-ins as Noel did a year ago.
- NIKE BASKETBALL: Anthony Bennett / Alex Len / Kentavious Caldwell-Pope / Trey Burke / CJ McCollum / Michael Carter-Williams / Kelly Olynyk / Giannis Antetokounmpo & many more
Nike's signing of 11th overall pick Michael Carter-Williams (for $300,000 per year) instantly paid off. He exploded onto the scene for a team everyone assume would tank all 82 games. Just as the 76ers landed the steal of the draft, the eventual Rookie of the Year was also a great signing for Nike Basketball. (And because it's interesting, MCW actually lived off of that $300K, plus some change from a trading card deal with Panini, and banked his entire rookie contract into a trust.)
Outside of that signing, there weren't a lot of immediate impact stars wearing the Swoosh this year. Mostly because there weren't a lot of those in the 2013 draft.
Obviously Anthony Bennett's nightmare season ended with him having one of the worst statistical seasons for a first pick in league history. Trey Burke suffered an early season injury and powered through it, showing glimpses of the leadership and floor general poise that made him the #8 pick. CJ McCollum had stretches of sharpshooting, but didn't see the floor enough as the season progressed for a balanced Blazers team with depth at his position.
One young player people around the league are exceptionally high on is Giannis Antetokounmpo, who at just 19 years-old is expected evolve into one of the most versatile players in the league. He's been drawing comparison to Scottie Pippen, and he's only just now getting started.
The lack of star endorser power from top to bottom made the 2013 NBA Draft a dissapointment by all acounts, but Nike landing former Syrcause point Michael Carter-Williams, named the Rookie of the Year to close the season, makes them the winners of the draft so far.
