February 12, 2012


The Knicks have won five straight since Lin became a fixture. The best strategy Lin and his personal team can employ is to let his breakout and the team’s winning become long-term, while avoiding the temptation to over-groom his image. “We’ve had clients where you just let them be them,” said Ronn Torossian, whose 5WPR agency has represented ex-Knicks Allan Houston and Jalen Rose, and former boxing champion Roy Jones Jr. “I don’t think you need to do a ton with Lin. He’s authentic. He’s clearly hard working.”

Lin has other factors going for him that will attract advertisers. He isn’t freakishly tall (6-foot-3-inches) or imposing. “He’s relatable,” Torossian said. “He looks like he would be playing pickup basketball anywhere.”By any reference, Lin’s marketing potential is sky-high. He reportedly has a shoe contract with Nike, and other deals will likely follow.

The question isn’t whether Lin will get paid plenty to push product; it’s whether he can do it over the long haul. “If this guy keeps going, forget it,” Torossian said. “He’s a marketer’s dream. He’s Tiger Woods pre-scandal — and to top it all off he’s playing in the biggest media market in the world.”.