The future of Jeremy Lin, unfortunately, is also linked to
the success of the Knicks. After the season is over, the only way the media and
the public will remember Lin as another more than a professional basketball
player if a) he and the Knicks make a deep playoff run or b) he does something
that creates another media boom.
Since the former will probably not happened, Jeremy Lin will
look to make a splash off the court. He has already done so with his new Volvo
endorsement. According to the Huffington Post, Lin
has become the worldwide spokesman for the Chinese-owned company, focusing on
the Asian market. He signed a two-year contract with Volvo and will probably
plan to sign more endorsement deals, particularly with Asian businesses.
Lin’s connection to the Asian world runs through his family,
not basketball. However, Lin can make a huge impact in Asia with his basketball
connection. The NBA has always tried to bring in more Asian players into its
league, but has been relatively unsuccessful. But with Lin at the helm, the NBA
can finally gain a large following in the largest continent in the world. When
Lin played Toronto on Asian Night back in February, tons of Asian fans came out
to support someone who they finally have a ethnic connection with.
While Lin’s play has not been as spectacular as it had been
when he first stepped onto the court back in February, his off-the court future
doesn't necessarily have to be connected to the Knicks. While ESPN and all the
other sports shows will only follow Lin when he plays well. If Lin takes his
success on the court to an off-court issue, his future not only as a
professional basketball player but also as a media symbol will rise, much like
Yao Ming’s did during his prime years.
-Tyler Greenawalt
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