It is an interesting time for the Mormon religion. A Broadway show by the creators of South Park mocks the faith but gives it great visibility and the ability to laugh at itself…it boasts not one but two Presidential candidates, and it has one of the most marketable basketball personalities in Jimmer Fredette, who Thursday night became a member of the Sacramento Kings, the capital city of the Sunshine State with a Mayor who understands the rigors of the NBA (Kevin Johnson) and fought to keep Joe and Gavin Maloof’s team in the city for now.
So with all that exposure, good, bad and curious, can the brand of Jimmer Fredette help the Mormon religion grow as well? Now Fredette obviously is not the first BYU alum to make it to big time sports recognition, nor will he be the last at a school that puts a great priority on athletics balanced with academics and a moral high ground. Fredette’s cult following earned him over 2 million views on a YouTube Channel following him up to and through the draft, visibility no other top draft pick, nor many NBA players, can match. He is not shy about his faith or his ability to play hoops, and if he makes the transition to the NBA grind, he can be a very interesting ambassador for a larger cause that has gotten and will continue to get some pretty unique visibility through sports, the arts and politics in the coming year. The fact that Fredette will take his style of play to arguably the most liberal state in the country and play for a team needing a new identity will also be an added plus for anyone associated with “Brand Jimmer,” but his presence does present some very unique opportunities to have the general public better understand the Mormon faith. Now it’s not to say that Fredette will be out doing missionary work when he leaves Arco Arena, but he can help clarify issues that exist and maybe make people think twice when considering the understanding of his beliefs and millions of others. The power of Fredette’s messaging certainly won’t be lost on the elders of the church, who have taken on a large campaign to better educate people on who and what Mormon is, in light of the success of “Book of Mormon” on Broadway. Could Fredette’s draw also help in a White House battle?
Keep in mind President Obama used his ability as a sports fan, especially a basketball player, to identify with thousands of casual fans and lukewarm voters in the last election. Can candidates Romney or Huntsman subtly use Jimmer success to gain some ground or assist in a platform when their campaigns ramp up? Part of that will be determined by Fredette’s success on the court. If he becomes a fan favorite and plays well, the Jimmer references will begin, if he fizzles, well, that’s showbiz. Fredette’s style and persona is certainly throwback, and he electrified thousands with his play at BYU, now if it translates into NBA success, his calling could help elevate not just brands and the team he plays for, but also the understanding and acceptance of a religion which may be largely misunderstood but is certainly warming to the bright lights and big stage now perhaps more than ever before.
