Chapter 846: Luxury Brands
In the internet age of "entertainment is dead," personal brands are increasingly becoming a new part of the market. The business empire built around David Beckham has become a true brand, pushing the characteristics of the era to their limits.
The NBA has been fully embracing this trend, maximizing the market appeal of its superstars and establishing a powerful presence on social media. Now, the NFL is opening a new door as well.
So far, however, the NFL players' fashion show has been more "shocking" than "stylish." Everyone is still in the early stages of figuring things out.
It's true that attracting attention with bold and unconventional outfits, like Cam Newton does, is a quick and effective method. His press conference attire has sparked more discussion on Instagram than his on-field performance. In a culture of mass entertainment, Cam's personal reputation is growing at a rapid pace.
But Leigh's plan for Lu Ke doesn't call for overly flashy styles. Sticking to Lu Ke's own habits and style might be a good thing, as everyone else is still exploring. After all, all the top players in the NFL are currently "crossing the river by feeling the stones," trying to find what works for them.
When faced with Leigh's sudden proposal—which Lu Ke saw as a random idea without a solid plan—Lu Ke's first reaction was to refuse. "It's too much of a hassle," he blurted out. "Before every game, the playbook is already difficult enough. I don't think it's a good idea to have to think about these things too."
Leigh chuckled. "You don't have to think about it much. Five minutes is enough, even three. Other than your jersey and workout clothes, your regular style is fine. The main thing is to be comfortable." But seeing Lu Ke's continued disbelief, Leigh shook his head gently. "You know, J.J. Watt has also started changing his clothes for every post-game press conference, right?"
"Watt? J.J. Watt? Are we talking about the same person?" Lu Ke found it hard to believe.
Leigh nodded. "J.J.'s outfits are suits. He wears a different suit for every game, along with different pocket squares and watches." Leigh added, "The goal of fashion isn't for you to walk on a runway. It's about showing off your own personal style."
"And building your own image. I know, blah, blah, blah," Lu Ke said, cutting Leigh off with a playful, sarcastic tone and a big eye roll. His message was clear.
Leigh didn't mind. He snapped his fingers. "Yes, that's exactly what I mean. Only those who truly know how to manage themselves can succeed. That's true on the field and off the field."
After a pause, Lu Ke didn't argue or complain anymore. Leigh nodded in approval. "You just need to be yourself. But there's one thing you need to do: expand your wardrobe based on your preferences. After you sign the sponsorship contract today, you can splurge a little."
"Splurge" was a teasing reference to a joke Lu Ke had made about sponsors earlier.
Lu Ke's curiosity was piqued. "So, what brand is it? Can you tell me now?"
"Of course. I don't want you to be disrespectful to the brand," Leigh said, skipping the suspense and giving the answer directly: "Rolex."
Rolex, the Swiss watch brand, has become one of the most prestigious brands in the world after a century of development. After enduring the trials of the twentieth century, it continues to hold a leading position in the industry alongside brands like Patek Philippe, Jaeger-LeCoultre, and Piaget. Its vintage watches are highly resistant to devaluation, and they remain sought after by collectors at every auction.
In October 2017, a Rolex "Paul Newman Daytona" was auctioned off and sold for an incredible $17.52 million, including commission. It broke several world records, including the most expensive stainless steel watch, the most expensive watch ever auctioned, and the most expensive Rolex.
It was a top-tier collectible that you couldn't even buy with money.
After Leigh dropped that bombshell, Lu Ke had imagined many top brands, including Gatorade, Pepsi, and Volkswagen, but he never expected it to be Rolex.
Lu Ke squinted, a look of disbelief on his face. His first reaction wasn't joy or shock, but confusion. He instinctively thought he had misheard. "Rolex? You mean the watch brand?"
Leigh countered, "Is there another brand called Rolex besides the watch brand? That would be an infringement."
"..." Lu Ke blinked, unsure how to respond. His mind raced, and the question still slipped out. "Why?"
Leigh adjusted his posture and turned to face Lu Ke. "Why are you so surprised?"
Lu Ke opened his mouth slightly. "Because it's Rolex!"
That one sentence revealed the shock in his heart. After a moment, he smiled and explained, "If I remember correctly, it should be one of the watch brands with the highest market share in the world. They only choose the top of the top to be their ambassadors. But what's even more surprising is..."
After a slight pause, Lu Ke added, "I'm a football player. I have nothing to do with watches. So... why?"
Leigh considered his question and nodded in agreement. "I can answer your second question first. It's not that football players don't wear watches; it's just that there are fewer opportunities. Tom Brady is currently sponsored by Movado, I believe it's a four-year contract. Top watch brands are not against working with professional athletes; they just need to be more careful with their choices."
"Now, to answer your first question," Leigh said. He noticed the confusion in Lu Ke's eyes hadn't disappeared, so he raised his right index finger to stop him before he could speak. "Rolex is a top-tier brand in their industry, just like Nike and Adidas are in theirs."
"Without considering quality and size, I currently have over fifty brands interested in a partnership," Leigh said casually, successfully getting a look of surprise from Lu Ke. Leigh raised an eyebrow. "Remember what I said before? Your commercial value is far beyond what people can imagine."
It was the truth.
Leigh had absolute confidence in Lu Ke. He had always believed that Lu Ke's future was immeasurable.
Of course, Leigh also admitted that reaching a partnership with a top brand like Rolex, a sponsorship that even the four elite quarterbacks hadn't landed, was a groundbreaking negotiation in his career and the most important affirmation of his work. He was still in his prime.
Lu Ke still couldn't quite grasp the reality of it. First, he hadn't seen any of the offers. Second, the numbers in his bank account hadn't changed dramatically. Third, he had never seen his own commercials on the streets or on TV. Everything Leigh was saying still felt a bit unreal.
"Are there any names I've heard of?" Lu Ke asked. It was an unusual response. He wasn't jumping for joy or screaming in excitement after hearing about over fifty brands wanting to work with him. He was calmly asking a "normal" question, which was anything but normal.
"You know you're a weirdo, right?" Leigh couldn't help but say.
Vincent, sitting in the driver's seat, suddenly piped up, "Are all journalism honors students like this?"
Lu Ke laughed lightly. "Not necessarily, honors students are very rare. So, I'll take that as a compliment."
Leigh shook his head gently but answered. "Gatorade, Pizza Hut, Pepsi, Budweiser, and Chevrolet all expressed interest in a partnership."
These were undoubtedly some of the world's most recognizable brands, each with unique market share and commercial value. They were certainly not inferior to Rolex.
But the more prestigious the brand, the more difficult the negotiations. While Lu Ke's current achievements and resume could get brands interested, actually reaching a deal was another matter entirely. The whole negotiation process was far from simple.
Moreover, Leigh already had a plan for building Lu Ke's brand image. He didn't want to sign just any endorsement contract. Every product had to be carefully selected. He also had to meticulously craft the contract's duration, the situations in which his image could appear, and the form of the partnership.
So far, Rolex was the only brand that both parties had reached a consensus with. This was a crucial first step for Lu Ke to become a top-tier player. Of course, it was also the brand that Leigh spent the most time and energy on, making the partnership a natural win-win situation.
"Wow," Lu Ke exclaimed. "Now it finally feels a little real. Rolex is still very extravagant, but it's not so confusing anymore. Wait, does this mean my clothing, food, and travel can all be sponsored by brands from now on?"
"If you want them to," Leigh nodded in affirmation. "But, Bambi, once you reach a high enough level, you'll realize you'll want to choose your own food and clothing. You'll be able to choose any product you want, and brand sponsorships will become a burden."
Lu Ke spread his hands and said with a sarcastic tone, "That's a problem for the future. For now, my salary level hasn't reached that point. So, let's take it one step at a time."
Leigh raised his coffee cup and made a toast. "Then, today is the first step. What do you think of this first step? How does it feel?"
"Perfect!"
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