So I’m in a jam packed pub in Charlotte, NC with my buddy “Vinnie the Concrete Salesman” watching Davidson play Kansas yesterday. (I know this sounds like a joke but any attempted fabricated humor does not do Vinnie justice, he is a breathing billboard of excessive humor in his own right). For those of you who don’t know, Davidson is a small college right outside of Charlotte. Their marque player is Stephan Curry who has been tremendous in Davidson’s march to the Elite 8. Stephan’s father is Dell Curry, a former Charlotte Hornet who is still revered by the Charlotte community even though the Hornets packed their bags long ago for New Orleans.

About half way through the second half, the camera cut to Dell who was sitting in the stands wearing a NIKE WITNESS shirt.

The Witness brand of apparel is getting a huge push by NIKE via spokesman Lebron James (who coincidentally was in the stands on Friday night).  When I saw Dell Curry I just looked at Vinnie and asked “Coincidence”. Vinnie gave me his familiar sarcastic look of disdain and said, “Dude, when I get a beer from this crappy bartender in less than ten minutes after I’ve finished my last one, that’s a coincidence. Curry is totally shilling for NIKE.”

And Vinnie is right. NIKE had to knowthat Dell would get air time, he had in all the other televised games. So the shirt was donned. Maybe it was a favor to Lebron but more than likely it was a marketing move. And a good one. NIKE’s style of brand and logo pronouncement is legendary. What may be even more impressive is that they consistently come up with innovative ways to subtly get their messaging out there. Very impressive. Oh and by the way, Vinnie is still parched.