The Business of Basketball Zion

COLUMBIA — At Spartanburg Day School, a small kindergarten through 12th grade private school in his native South Carolina, Zion Williamson woke up each day before dawn to train on the court. He worked on his ball handling, shooting, defensive skills and, above all, dunks. By the time he was a high school senior, he had already nailed some of the highest-flying high school dunks ever seen. Then he enrolled at Duke.

The result was instant stardom and unprecedented hype. In just one year at Duke, Williamson became the most popular college player in America. His jaw-dropping highlights, exceptional production and engaging smile helped him capture the imagination of the entire nation. His dazzling skill set and electrifying athleticism have transformed him into the most marketable NBA prospect since LeBron James’ 2003 debut. And that’s good for the business of basketball zion, a multifaceted brand that encompasses social media, TV viewership, ticket demand and sneaker sales.

Despite a sore knee, Williamson has embraced his role as New Orleans Pelicans rookie starter and has shown he is up to the task of replacing superstar Anthony Davis in leading the team on a playoff run. But he’s also learning that the NBA game is more complex than he and his teammates might have expected, and he has to adjust on and off the floor.

If the Pelicans can get Williamson back on the right track before the end of this season, it will be a remarkable accomplishment. And if they can show that they’re capable of winning without him, the rest of the league will take notice.