From Hometown Hero to Hometowns Most Hated
This blog looks to outline the change in Kevin Durant’s brand, as he goes from a hometown hero to the hometowns most hated from an athletes’ perspective.
The Origins:
Kevin Durant, one of the greatest players inside and outside of the arena. This is the focal point of KD’s career and his legacy, an all-around athlete. He was involved heavily within the Oklahoma City community and was extremely devoted to his team. This would all eventually change.
As a former athlete and fan of the sport, you understand the importance of relationships, involvement, and chemistry. We thrive on great teammates and great support for the community, it is only right for us to give back to both. When I was in high school I played many sports, but we realized what we give we get, more involvement, more support. Kevin Durant brought life back to the communities and ultimately gave nine years to the city. He gave nine years to his family, also known as his teammates.
His brand was about to take a massive PR hit. His brand was going to change in the blink of an eye. His brand image is now a cupcake.
The Controversy:
July 4th, 2016, Kevin Durant stunned the world. This is the day everyone found out his decision; This is the day that changed his image. Kevin Durant announces through a blog post, he will be moving to the team who he had on the brink of elimination, the team he lost to, the super-team. This is the day, everything changed, the day he became a “Cupcake” in his once called home.
The problem? He did not tell any of his ‘family’, not even his best friend on the team. Everyone found out he was leaving, the same way the world found out. They all found out he was leaving to their rivals, with no personal outing. In my own experiences, losing a friend and teammate is crushing. When you realize, they won’t be there the next season is what hurts most.
I have had many friends come and go as we grew older and switch leagues and teams, that situation is what hurts. When you have a leader in the community and a leader on the court, the gravity of the situation is amplified.
The Aftermath:
The term cupcake is derived from his love for cupcakes. This may sound positive, but his former community turned his love against him. They use this term to describe how soft he is as person and player. They believe he is weak and reflects what he loves, cupcakes. Not only his is image attacked, but his great footprint behind him is in question.
“I’m viewing this as the weakest move I’ve ever seen from a superstar…You are the superstar and you depart for the team that beat you? You’re jumping on the bandwagon. I don’t think there’s any way you can deny that.” – Stephen A. Smith
Analysts and reporters are calling his move the worst and weakest move by any athlete in history. They believe just like the community he is weak and needed help to win. This move was a terrible brand move; he now faces the negative reviews of his personal brand and his professional brand. Both are reflected as a weak individual. His teammates are now holding massive grudges, clashing at any chance they get.
Final Thoughts:
As a former athlete, I understand the move and the outcome. Though it is not the politically correct move for an athlete, it is his own life decision and a business decision. You must do what is best for you in the end. Your brand is always in the spotlight when you make an impact on and off the court.
Please comment below what you think of this move and the impact it had on his brand. If you enjoyed the post, please share or like this blog! If you want more content, hit the follow button on right side of the screen to receive email updates for future posts.
Thank you!
Sporting the Brand 