
In recent years, athletes are acknowledging that the leagues and owners are benefitting from their sweat and swagger to the tune of billions of dollars. Even before players turn professional, they are like commodities in a corporation. It’s easy to debate the problems with the NCAA and student athletes and problems of revenue sharing in professional sports, especially with the NBA being in the midst of a lockout. But personal branding has become a necessity for players who strive to do more than solely their athletic endeavours.
Twitter for athletes and other professionals has become a tool for both work and play. In one hundred forty characters or less, players can communicate with fans, foes, other players and brands. Personal marketing has never been so concise and direct. Some athletes choose it just for promotion or fun but few have truly embraced it and used it to brand themselves and grow their media reach.
One of these athletes that’s truly embraced online media is Rod Benson, better known as Boom Tho. He is the most apt example of the modern athlete. Benson played four years at UC Berkeley, graduating with a degree in political science. He later when on the NBA’s Development League (D-League), setting records and playing in summer leagues for NBA teams. Eventually his basketball career led him to European markets and now to South Korea.
Benson’s gregarious personality and boredom led him to blogging for HoopsHype, Slam Magazine and Yahoo! Sports and Sports Illustrated named him the number one athlete blogger in the world. His sites, toomuchrodbenson.com and now swagbomb.com are reflections of his diverse talents and reach. Music videos, a mascot and now a clothing line that’s being featured at tradeshows and worn by fellow athletes and party people. Benson has never started a regular season NBA game, but he’s proof that there’s more to being just another basketball player. Before he went back to South Korea, Benson and I talked about his background, brand, new ventures and of course, since he’s from California – all things swag. Our interview follows below.
Megan Ann Wilson: Your tagline on Twitter is that you’re just an athlete – do you think the media or fans want to see you solely as an athlete?
Rod Benson: I’m not sure they all do. I’m just making fun of the people who have said that I’m too smart for my own good. Yea, they’ve said that. Now it’s more of a disclaimer. Hey I might say something stupid, but it’s ok. I’m just an athlete. Nobody said I had to think.
MW: When you were working out for NBA teams, they questioned your devotion to basketball because of your blogging and side interests. Do you think it was a legitimate concern or poor judgement on their part?
RB: It ties into being just an athlete. The NBA promotes players exploring other means of income and brand building, then when you try to do it, it’s seen as doing too much. Just dumb it down and you’ll be fine. I will say that if I was all-star level talent then it really wouldn’t matter what I did.
MW: Do you think you’re more focussed now after going through that experience with NBA teams?
RB: That would imply that I didn’t give my full attention to the game when I was in NBA scenarios. Nothing could be further from the truth. I improved every year, answered every question, and won everywhere I went. What more do people need as an indicator of focus? It’s funny because now I play in Korea, and they told me last season that I had a reputation for playing my best in the playoffs. How do you get that by unfocused?
MW: What’s the biggest misconception people have about you?
RB: People think I’m crazy. I actually consider myseld to be a normal dude who just happens to be good at basketball.
MW: How does playing in Korea compare with playing in D-League, France or NCAA?
RB: (laughs) None of those other leagues pay as much. Well, France does for it’s best players, but there are also 100 foreigners in that league, there are only 10 here and they are all paid nicely. I guess if I went to Ohio State I could have made as much! KIDDING. …Most places overseas are closer to NCAA hoops than to the NBA. Fans are enthused, facilities are smaller, and the talent level tends to vary quite a bit.
MW: Do you need to have project going on? Is it for longevity after basketball, creativity or just a case of ADHD?
RB: I guess it’s more ADHD than anything, but I also just like learning new things. I just really enjoy knowing about another trade or skill or something that people spend years to learn, mainly because I have the time to. You’d be surprised how much free time athletes have if they’re not just texting or playing Madden all day.
MW: You design everything for Boom Tho – when did you start doing graphic design?
RB: Technically for a few years, but since I started at absolute zero, it’s more like I’ve gotten better at BSing and now people call it graphic design.
MW: What initially interested you in doing a clothing and accessory line?
RB: PONY shoes made a shirt and a shoe for me back in 2007. We sold the shirts pretty quickly, and when people wanted more, I had to learn how to recreate the shirt. After that it because just like 1 style per basketball season, just for some extra cash and hype. Eventually I got better and decided to invest more time and energy into learning how to take it to the next level.
MW: How would you sum up the aesthetic and style of the BoomTho line?
RB: I tell people that if they like to party, they’ll like it. If they ARE the party, they’ll love it. We have bold, bright colors, large prints, and eye catching designs. There’s no way NOT to stand out if you have our stuff on.
MW: How did you come up with BoomTho!: the movement, the mascot, the line?
RB: In college, we said a million stupid things. Boom Tho was just one I hung onto.
Then I did a TERRIBLE music video in 2006, and used Boom Tho in it. Cal BBall fans caught on, and it stuck. I made the mascot just because I didn’t think anyone had a mascot of themselves. The mascot existed before the clothing line.
MW: Do you have specific goal or target in mind with the BoomTho line?
RB: There are streetwear brands that are dark and simple, then there are surfwear brands that are colorful, but lack the wit and style of streetwear. We want to be on the front lines of forging the two. Oh yea, and money. Duh. All jokes aside, we want to be a lifestyle brand that has all kinds of cool products, music, videos, and other swagged out things.
RB: Crewneck sweatshirts and beanies will be added to our collection as well as our usual snapbacks and tees. There are some trippy designs that have a theme of “dreaming.” It’s only natural, given that I spend the entire winter alone in Korea, tripping, dreaming of an awesome summer. Our fall line really shows that.
MW: Let’s talk about the lunch boxes – how’d you come up with that idea for packaging?
RB: I’m not sure how other lines HAVEN’T come up with lunchboxes. They are the a great size and shape, people need to hold their lunches, and anything that reminds of being a kid (save for acne) is a good thing in my opinion.
MW: What’s the best advice you can give to others who are looking at developing their own line? What’s been the greatest lesson you’ve learned?
RB: I just think that the more unique you can be, the better. I don’t get why anyone would want to make clothes that look like everyone elses. What’s the point? Dip into your bag of tricks. Don’t steal my lunchbox idea haha, but come up with things that make people believe they have the most swag in their town and you’ll sell.
MW: How would you describe your personal style?
RB: I stand out already, being 6’10″, so I figure my style should reflect someone who stands out. I wear all my clothes already, so that’s a start. I also wear bow-ties when I go to clubs, replace my favorite italian sunglass lenses with clear or transition lenses (no I don’t need a prescription), and rock gold accessories just because.
MW: Who has the most swag in basketball? Can any current players match the extreme swag of guys like Clyde Frazier and Jimmy Goldstein?
RB: D-Wade and Brandon Jennings seem to have it figured out. D-Wade had the swagged out band-aids, clear glasses, edited his own highlights in his ESPN commercial. I knew Jennings had swag when he rocked the flat top at the McDonalds game and dished out 107 assists.
MW: The Swag Bomb movement seems to be in full effect – who is your swag hero?
RB: Yes it is indeed. Tyler, The Creator is swag. The end.
MW: How do you feel about so many players coming out with clothing lines now? Do you trust any of their design skills?
RB: I don’t distrust anyone’s style. I just think a lot is lost when you have a team of designers doing your bidding. How many guys with lines have ever used adobe illustrator? Or used a sewing machine? I actually sit here and come up with every single thing in my line, then I create it, then I place the orders, then I go out and get double doubles ont he court. I trust my way.
MW: What can your fans, friends and Twitter followers except of you next? Is there anything as too much Rod Benson?
RB: I can’t say what’s next because I don’t even know. Like the Scarface quote says “The world is yours.” Well, mine.