Newsletter #4 - Rhythms of Triumph: Athletes Embracing Roots and Navigating Instant Gratification

We dive into the transformative tales of African athletes like Joel Embiid, as they navigate the pursuit of global stardom and explore the profound impact of embracing roots on the world stage. In our second article, we unravel the clash between quick fixes and enduring victories, discovering the secrets to success in an era hungry for instant gratification.

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Embracing Roots: Joel Embiid's Path to Global Stardom

It's 11 PM on Wednesday, December 20th, 2023, Joel Embiid just scored a season-high 51 points and grabbed 12 rebounds. His outstanding performance played a pivotal role in propelling the Philadelphia 76ers to an impressive 127-113 win over the Minnesota Timberwolves. Joel Embiid, the Philadelphia 76ers center and reigning NBA Most Valuable Player (MVP), has been scorching hot this season, already boasting two 50-point performances. His dominance on the court positions him as a leading candidate for consecutive MVP awards. On the court, he's an unstoppable force, delivering on his hefty contract. However, his on-court brilliance hasn't translated into the same level of commercial success, with his apparel and shoe sales lagging behind expectations.

In October 2018, the NBA star hailing from Cameroon inked a five-year endorsement deal with Under Armour Inc. The anticipation was high for his first signature sneaker, the Under Armour Embiid One, released on September 18, 2020, at a retail price of $120. However, the impact on Under Armour's revenue was underwhelming, with a 3% decrease in Q4 2020, including a 4% dip in Apparel revenue and a 7% decline in Footwear revenue, signaling that Embiid's shoe sales had limited effect. As his contract with Under Armour expired in October 2023, speculation arose about him becoming the new face of Skechers.

Garrett Dvorkin from the BALTIMORE BUSINESS JOURNAL highlighted that Embiid's partnership with Under Armour lacked the attention afforded to other stars like Curry, who has had 11 signature shoes since 2015. Morningstar Senior Equity Analyst David Swartz suggested that the scarcity of Embiid products may be due to low shoe sales.

Despite being the current NBA MVP, Embiid ranked outside the top 10 for jersey sales in 2023, standing at number 13. This surprising revelation became more perplexing during my recent month-long stay in Cameroon, where I expected to see a surge in the popularity of Embiid's merchandise. Shockingly, this was not the case, even though basketball is a major sport in the country with a young population.

Additionally, the NBA has recently revealed the most viewed players on social media in 2023, and it's no surprise that Los Angeles Lakers icon LeBron James has claimed the top spot. However, Joel Embiid's notable absence from the top 10 most viewed NBA players on social media is a striking surprise, particularly given his incredible on-court performance and his status as the current NBA MVP. This anomaly is particularly noteworthy considering the inclusion of several international players, such as Giannis Antetokounmpo, Luka Doncic, Victor Wembanyama, and Nikola Jokic, suggesting that the dynamics of social media popularity among players with diverse backgrounds present a nuanced and captivating narrative.

Marketability hinges on various factors, including personality and public image. Beyond showcasing products, effective marketing strives to evoke feelings, resonate with aspirations, and tap into shared experiences. By crafting narratives that connect on a personal level, brands can establish trust and loyalty. This emotional connection becomes the foundation upon which enduring relationships with consumers are built, fostering brand advocacy and ensuring a lasting presence in the hearts and minds of the target audience. 

While Embiid is a highly skilled player with a charismatic persona, his marketing strategies may not have been optimal. He may face challenges in selling shoes because of potential difficulties in connecting with the intended audience of a shoe company. Despite his athletic prowess, the lack of resonance could stem from cultural differences. Embiid, having been born outside the United States and not growing up there, might find it challenging to establish a relatable narrative that resonates with the American market. Additionally, if he doesn't actively embrace and showcase his African roots, this could further hinder the establishment of a meaningful connection with a global fanbase. Effective marketing often relies on relatability and shared experiences, and if consumers cannot readily connect with Embiid on a personal or cultural level, it might impact his ability to effectively endorse and sell shoes in a competitive global market. 

In essence, successful marketing is not just about selling; it's about creating a shared story that resonates with the human experience. Ultimately, The biggest challenge Embiid faces might be his reluctance to embrace his African roots publicly, hindering effective outreach to a global audience.

The global shoe deal landscape has become increasingly influential, and an international star like Embiid should ideally have a high-profile deal with global marketing campaigns. Surprisingly, the Philadelphia Sixers, despite having one of the league's biggest international stars, ranked outside the top 10 in international fanbases according to a recent study from Gambling.com.

The NBA's expansion efforts into Africa through initiatives like NBA Africa, a billion-dollar venture, should have featured Embiid prominently. However, his limited involvement in promotional campaigns has adversely affected the Sixers in the international market, especially in a continent with a massive untapped population of 1.46 billion; 70% of whom are under the age of 30.

Comparisons with other sports reveal missed opportunities. Soccer and even Mixed martial arts organizations have successfully tapped into the African market by leveraging the popularity of athletes like Francis Ngannou. Ngannou's global appeal, even after a loss, highlights the potential for athletes to connect with audiences through relatable narratives. His popularity, especially in Africa, demonstrates the impact of leveraging an athlete's roots as many of his fans can connect to his underdog life story.

Contrastingly, Embiid's social media following in Africa lags, despite his status as a basketball star. He is only the 3rd most followed Cameroonian athlete across all social media platforms. This disconnect raises questions about his impact and engagement within his country and home continent.

Examining the Asian market, Yao Ming's enduring popularity in China created lasting connections between the U.S. and China. Similarly, Jeremy Lin's marketing impact remains strong, evident in the rapid sell-out of his signature shoe, the Xtep Jlin One, in Asia.

With the global economy shifting, brands are seeking new opportunities, and Africa, with its young population and untapped market potential, is becoming increasingly attractive. The continent's sports industry is projected to grow by at least 8% over the next 3-5 years, providing a significant opportunity for African athletes.

By 2050, one young person in every three will be African. African athletes, especially superstars like Joel Embiid, should embrace their roots to enhance not only their brand but also contribute to their organization's success. They have the potential to be global trendsetters, leveraging their popularity to shape legacies, create jobs, and contribute to the economic growth of the continent.

Beyond marketing and financial gains, the focus should be on building legacies that transcend sports. Athletes can become ambassadors of change, role models for young Africans, and influential figures in shaping the continent's future. Dikembe Mutombo and George Weah serve as examples of athletes who have left lasting legacies that extend beyond their playing days, contributing to positive change for generations to come.

Beyond the Swipe: Navigating the Perils of Instant Gratification on the Road to Success

Months ago, I shared a meal with a remarkable artist, delving into the highs and lows of her journey from an 18-year-old aspiring talent to a seasoned success. What struck me most was the revelation that her journey from obscurity to stardom took a remarkable ten years as it took her a decade to produce her first successful record. 

As she recounted her trials and tribulations, I was captivated by the challenges she had faced, the countless times she had teetered on the edge of giving up, and yet, she persevered. She believed in her gift and continued to hone it. In an era of instant gratification where many crave instant results and abandon dreams within the first five years, she clung to her passion, weathered storms, and ultimately triumphed. This remarkable story echoes the age-old adage that success takes time.

As I delved deeper into her narrative, I realized that I, like many of my generation and recent ones, had unwittingly succumbed to the allure of the internet and social media. We live in an era of instant gratification, where the desire for immediate pleasure and rewards without the slightest delay or effort has become the norm. We have grown accustomed to instant responses to our emails and texts, becoming impatient when we don't receive immediate replies. We can watch our favorite TV shows on demand, and food arrives at our doorstep in mere minutes. Our world has been molded to cater to our desires with swift precision.

It's not just the minor luxuries we demand instantly; we've extended our impatience to the more critical aspects of our lives. The younger generation yearns for careers on steroids, craving rapid pay raises and promotions every few months. When reality fails to match these expectations, they grow frustrated, and some even walk away from their jobs. There's even debate over the necessity of traditional education for a successful career in this era. The consequence? Impatience has become our unwelcome companion.

But herein lies the dilemma. The time-honored virtue of patience is slowly eroding in the face of these conveniences. What many fail to realize is that patience carries its own merits. It provides the gift of time: time to think, to experiment, and to learn from the inevitable mistakes we all make. In the long run, this is the very formula for achieving enduring success.

While instant gratification undoubtedly offers several benefits to the new generation including efficiency and productivity, quick access to information, and task automation, it's essential to acknowledge the potential downsides that often outweigh these advantages. The rush of dopamine that accompanies immediate satisfaction can lead to addiction, and unrealistic expectations about the speed of success can blind us to the reality that greatness isn't achieved overnight.

The truth is, that building something truly extraordinary requires time, effort, and unwavering dedication. Complex, multifaceted endeavors necessitate a profound understanding of the subject matter, and the ability to think critically and creatively; attributes that only mature over time. Skill mastery, a cornerstone of success in any domain, demands relentless practice and patience, a quality frequently underestimated in our quest for instant rewards. Furthermore, real achievement calls for perseverance in the face of inevitable setbacks. The artist's story stands as a testament to the enduring value of perseverance and dedication.

So, how can we guide the younger generation to grasp the undeniable truth that delayed gratification cultivates patience, discipline, and long-term planning and that greatness is a journey, not a destination? It involves teaching them the responsible use of technology and helping them strike a balance between the allure of immediate gratification and the wisdom of delayed rewards. Encouraging realistic goal setting, promoting the value of patience, and celebrating every small success can set them on the right path. Cultivating a growth mindset, imparting the virtue of perseverance, and fostering a willingness to seek support when needed are essential aspects of this transformative journey.

In our pursuit of success, let's pause to reflect on the artist's remarkable journey; a ten-year odyssey that defies the instant gratification mindset. As we navigate this bold new world, may we find inspiration in patience, recognizing that the path to greatness unfolds not in a hurried sprint but in a deliberate and persistent stride.

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