By Sonny Vaccaro with Armen Keteyian
The cover of "Legends and Soles" raises an unusual question by the standards of autobiography. Who exactly is this "Sonny Vaccaro," the author of the book?
That's not exactly an easy question to answer. Sonny was one of the great characters of the basketball world for decades, filling a variety of roles. He'd pop up in references to the game off the court, where he was quite influential in a number of ways. It takes a book to sort of answer the question of his identity, and this is that book.
Vaccaro grew up in the Pittsburgh area, and became something of a hustler in the sports world. That is to say, he put together a high school all-star basketball game that often attracted some of the best players in the country to participate. Vaccaro also used his "recruiting" talents for a basketball camp, in which top players squared off against each other while the nation's best coaches enjoyed the chance for "one-stop shopping" when it came to scouting and recruiting.
After a while, Vaccaro knew everyone in the college basketball business. When Nike was just starting up and wanted to get into the apparel and shoe business for something other than track, Vaccaro became something of a representative for the company. Sonny seems to have gotten the idea that the way to start was to pay the coaches a fee and have them hand out free gear to the players. The coaches, who were relatively unpaid at the time, jumped at the chance. It was revolutionary. Nike got off to such a good start that it became the preeminent outfitter of college basketball teams in the country - much to the disappointment of the more established businesses in that area. Just Do It, indeed.
That eventually led to the biggest moment in Vaccaro's professional life. In 1984, Nike wanted to move into the area of player endorsements in a big way. The usual technique was to sign several players and hope one of them would break into the public eye. Vaccaro says he was the one that suggested the company go all in on one player, giving him the year's entire marketing budget. But it had to be a special player, and Vaccaro thought Michael Jordan was that player. He'd bet his job on it, he said.
Yeah, that worked out pretty well. There's a great story about how agent David Falk changed the terms of the deal with Nike in order to take more money in direct payments and less from royalties from a unique called "Air Jordan." Oops. That little contract change cost his client millions - not that Jordan was ever hurting from a financial standpoint. The whole story received the Hollywood treatment in the movie "Air," which is quite watchable considering it's not exactly an action thriller.
Vaccaro and Nike eventually went their separate ways - in other words, Sonny was fired. He landed with another athletic goods company, Adidas, which was mostly connected with European soccer but had little presence over here. Vaccaro spent his time looking for the next big thing, and found one of them when he was still a ways from high school graduation. Kobe Bryant eventually signed with Adidas. Another star did get away, though, when LeBron James received a lower-than-expected offer from Vaccaro's bosses with Adidas in Germany and went to Nike. The two sides split up after that.
Vaccaro did a little more marketing work, and then opted to spend his time working on a class action lawsuit against the NCAA. Ed O'Bannon was the lead plaintiff in the suit. It took a while, but O'Bannon and Company won. That opened the door to direct payments to college players, which has led to a massive change in college sports which is still sorting itself out years later.
There is plenty of name-dropping here, as you might expect. A couple of generations of top players took part in Vaccaro's game. Sonny also made plenty of friends among the coaching fraternity, which you'd expect when you deliver money from almost nowhere. There also is some serious score-settling along the way, with Nike founder Phil Knight and basketball coach George Raveling (who was the best man at Vaccaro's second wedding before things between the two men fell apart). It's a little ugly to read this from someone who seems to have hugged every basketball name he's ever met, but it's part of the story - and it's his book.
People such as Vaccaro seem to work in the shadows a bit (that often happened to people who liked their gambling back then), and sometimes the truth can be a little cloudy. It is worth noting that Sonny's co-author is Armen Keteyian, who has an excellent reputation as a reporter. If Keteyian is involved, it seems more likely that the story is pretty close to the straight scoop.
Think of "Legends and Soles" this way: it definitely would be worthwhile to spend some time with Sonny over dinner, hearing his stories. As for those who couldn't figure out how to do that (including me), this is a good substitute. The audience for the book might be small, but it will entertain those who pick it up and zip through it.
Three stars
Learn more about this book from Amazon.com. (As an Amazon affiliate, I earn money from qualified purchases.)
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