Q&A: Tony Parker on NBA’s fashion evolution, Popovich’s style

Tony-Parker

San Antonio Spurs head coach Gregg Popovich, right, talks with guard Tony Parker (9). (Eric Gay/AP)

As you may have heard, Father Time is running out on Tony Parker’s Hall of Fame career.

Parker was recently notified by Gregg Popovich that at this stage of his career he’s best utilized coming off the bench for the San Antonio Spurs. Unsurprisingly, Parker handled the news with class.

Whenever Parker’s career ends he’s set up for continued fiscal success because of his varied portfolio of off-court ventures. Since entering the NBA as a 19-year-old, Parker has signed endorsement deals with Bolle, Tissot, Renault, SWBC, H-E-B and has his own shoe with Chinese sportswear brand Peak. According to a Forbes report, Parker takes home an additional $2 million annually.

Parker has found a way to leverage his corporate interests along with his philanthropic interest as his title sponsors help fund his “Tony Parker Camp” basketball camps and his partnership with the Make-A-Wish Foundation.

Parker isn’t just a pitchman he’s also an investor. Parker has become the majority stakeholder in the French professional basketball club Asvel and is its acting president.

Most recently he’s added to his collection of signature watches with “the Tissot T-Touch Expert Solar Tony Parker.”

His fashion interests don’t stop there as he’s launched a clothing line popular in his native France called “Wap Two” and even collaborated with former teammate Boris Diaw on the lookbook and photo shoots.

Parker’s fiancée, Axelle Francine, is a French journalist who has worked with athletes and celebrities as an image and brand consultant. Parker himself is known as part of the influx of foreign players who entered the NBA in the early 2000s and influenced the current fashion style of the league.

When the Spurs made their sole visit to Canada last Friday (before Parker lost his starting job) I caught up with the point guard to chat about his perspective on cultivating a personal brand, the evolution of player sponsorships and his personal fashion sense.

Tony Parker
Parker was recently moved to a reserve role with the Spurs. (Photo via Swatch Group)

Sportsnet – How do you feel about your game now that you’re back healthy?

Tony Parker – Very good. I feel very happy to be back. I feel very blessed. I worked hard the last seven months after my injury. So far so good. I’m just happy to be on the court. I take nothing for granted. I’m just enjoying the time that I have on the court.

SN – You’ve got as much going on off the court as you do on. How did your second career as a brand ambassador start?

TP – For me it started with my foundation. I started to do some things in France and became an ambassador for Make-A-Wish. Then I came across with Tissot, they wanted to expand. I have a very good relationship with the president, who is from France. The company obviously is from Switzerland, but many of the executives are from France so we started to talk and build a relationship.

From there we started doing stuff and it kept going, kept going and the more we were doing stuff the more we saw we had stuff in common. It’s rare you stay so long with a company but they are like family. And then I bought my team in France and they followed me with that and I started my camps and they came so it was almost like everything I decided to do they followed me.

SN – Your manager has received hundreds of offers for you. What criteria do you use to decide what opportunities to pursue?

TP – For me I look at who they are and the history of the brand. I always use the example of Michael Owen the soccer player. He was hurt most of his career and Tissot stuck with him for 12 years because it’s not just how you perform on the court it’s what you want to do off the court. That was the appeal that made me forego other opportunities in that category and sign with Tissot.

Tony Parker
Parker isn’t just a pitchman he’s also an investor. (Photo via Tissot)

SN – What advice do you give your teammates about evaluating sponsorship opportunities and business deals?

TP – Be yourself. If you wanted to be involved and do something for the community or create something just have your ideas to create the perfect match. Just don’t sign with a sponsor just to sign with a sponsor. If I’m going to sign with Tissot I’m going to wear that watch or if I’m going to sign with a drinking company it’s because I love that drink. I just don’t do stuff because they are going to give me money. It’s because I embrace and like what they do. That’s the secret.

People can tell if the brand isn’t a fit with you. Then your brand is watered down. Then opportunities stop coming. Being selective actually brings you more opportunities in the long run.

SN – You’ve extended your personal brand by not just modeling fashion but now creating it. Why did you want to risk capital and become the creator?

TP – For me it was just starting an adventure and trying to do something affordable for the kids. After doing those basketball camps for all those years and seeing what the kids are wearing I just wanted to do something in between fashion and sports more like street wear.

It’s been five years now and we’re growing slowly but surely. There is a lot of competition obviously but I wanted to do something and use my head and what I like to make something for the kids.

SN – Now that you’ve had the experience designing watches, what do you look for in a good time piece.

TP – For me a watch is to watch the time. For me there are so many options now it is a little bit too much. I know the young kids they like to have everything in their watch. I prefer the watch to look good rather than having everything on it.

SN – How have the fashion trends changed throughout your career?

TP – Can’t even compare. When I first came in the league people were still wearing everything baggy and the jerseys and everything was super big. Now everything is super tight (laughs). In Europe the style is super tight, close to the body and so it’s funny the way it has evolved in the NBA.

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SN – Do players in the league come to you for fashion advice?

TP – Sometimes. You know my wife has her own company with image consulting. Sometimes they’ll ask me where I get my shoes because they know I have relationships with different designers in France.

SN – Do people react to your fashion differently than your teammates?

TP – For sure, it is very different. When you wear the tight suits right away they always say, “it’s from Europe, blah, blah, blah.” You have the European style and the American style and the NBA is pushing for us to dress better.

When they changed the rule, I think it was for the best. Everybody has their different taste. Everybody has to stay true to themself. Something that you wear will be good for you but not good for someone else, so you have to stay natural and be you and just be comfortable.

SN – How would you describe Gregg Popovich’s style?

TP – He keeps it simple. Nothing crazy. He’s been in the league a long time so I’m sure he’s had to buy lot of suits (laughs).

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