His likeness adorns a 110-foot Times Square billboard. Marketing and endorsements, once a major point of contention, have made him one of Madison Avenue’s most sought after athletes as he is used to sell everything from games to suits to milk. He is the best at his position, period. Yet all the corporate matters and individual accolades can’t compete with one factor for Jason Kidd.
A competitive team. More than any scenario that might keep Kidd in New Jersey, a lukewarm team is what would drive him away. And frankly, he doesn’t see it happening.
“If we weren’t competitive, if I felt we couldn’t win,” Kidd said when asked about the unacceptable as he heads toward free agency at season’s end. “They’ve got too many young players for that to happen. If they got rid of some of the young guys or some of the young guys didn’t want to come back, that would change my mind.
“I’m happy to be a Net. We have something good here and I think it can last for a while.”
Last year, there was a feeling in Kidd’s camp that the team-first Nets weren’t doing enough to promote him. That has changed as the Kidd-led Nets went to the Finals and reaped the exposure benefits.
“The Nets have been really supportive of Jason,” said Kidd’s agent Jeff Schwartz of XCEL Sports Managment. “They’ve come a long way in that area. As for his decision, everything is a factor. But a competitive team, that’s most important. Jason is happy there, his family is happy.”
That’s because the Nets are winning, not because Hugo Boss wants him to sell its clothes, Nike its shoes, EA Sports its games. Kidd’s appeal is staggering: his No. 5 shirt is one of the hottest NBA items. Winning makes players marquee types. MTV has aired a special on Kidd’s house. A diary show is next. Kidd was GQ’s NBA Man of the Year.
“It’s going great. Winning does that,” said Kidd, who appreciates location, too. “You’re talking about the biggest market in the country. I had it in Dallas and Phoenix [but] you’re talking that the world sees it in this area. Even though we’re in New Jersey, we’re right across the river.”