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The Richard Sherman Shout and Sell

Love him or hate him, you have to admit that Seattle Seahawks defensive back Richard Sherman dominated the headlines last week. And I for one will agree with him. Sherman’s not a common thug, rather a very smart businessman.

Are you ready for the Sherman Shout and Sell?

Richard Sherman Shout and Sell

Richard Sherman’s jersey is now a top 10 bestseller and he has become a central figure in the Super Bowl, and the overall NFL narrative. AdAge believes the endorsement deals will come next, as brands line up to be a part of the bravado.

Why is this happening after such an abrasive and frankly embarrassing video interview?

Sherman’s success parallels Miley Cyrus’s record sales, which went through the roof after her Twerking incident. And probably why Lolo Jones will captivate the public at the Winter Olympics.

These stars get public relations, they have the muscle to back up their bravado, and they know how to capitalize on celebrity equity with sponsorships and sales.

We don’t know how Lolo Jones’s situation will turn out, but both Sherman and Cyrus are already winners. Their appeal begins with the stars showing personal feeling. Right or wrong, Sherman and Cyrus both captured sides of the human spirit we all have. We love to crush our competition in big moments, and yes we have sex. Though both acts flied in the face of polite mannerisms, they appealed to some. You could argue that this is true of a niche percentage of the general public, but enough to sell significant amounts of jerseys and albums. Welcome to the economic era of niches.

But the PR savvy continues with the lack of apology. Both celebs stood by their acts. Sherman’s only concession being that he regrets stealing the limelight from his teammates win.

Yet, notice that Sherman took interview opportunity after opportunity. He stood strong on his passion in the face of polarizing opinions. His peers rewarded him, and stood by him publicly.

Most importantly, you could see his business acumen. His post game bravado was matched by prior outbursts, a Dr. Dre headphones/Sherman ad that aired during the game, and his post game interviews. The man did not graduate Stanford with a 3.9 GPA by accident.

Now we can watch how Sherman parlays his media interviews into additional advertising sponsorships. And if Sherman has a good Super Bowl performance and the Seahawks win, he will become the Deion Sanders of this generation. The man is a genius.

What do you think?

For more marketing and PR advice from Geoff? Click here!

Image via KC Confidential

About Geoff Livingston

Geoff is president and founder of Tenacity5 Media, a digital marketing agency that provides content marketing and social media services. A former journalist, Geoff continues to write, and has authored five books. Follow him @geoffliving.

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