There are two reasons that there aren't many Donald Sterling apologists making their voices heard among the mayhem today: there aren't many Donald Sterling apologists, and even if you were one, the amount of backlash you'd get for for backing this crusty douchebag would be astounding. In other words, Donald Sterling is so uncool right now that hating him is, in itself, cool. If you need more convincing, Snoop somehow became even cooler with his no-holds-barred Sterling slam that went viral this morning. All of us, Snoop included, know that being cool is hardly the biggest issue at play here. Racism is revolting. But when we're dealing with a consumer-driven society and an even more consumer-driven basketball-league, shouldn't cool count?
While I was reading Tom Zillers piece from SBNation,* I was flat-out enraged when thinking that every Clips jersey sold is putting money into Sterling's pocket. The profits from a shirt with Chris Paul's name on it are going to a man that wouldn't want his star PG to show up at Staples if he weren't such a lucrative employee. For all the damage to the Clippers' brand that Donald Sterling will inevitably do, it's not enough. Players, fans, and front offices need to show the league that Sterling is bad for business. How do we do that?
Hating Donald Sterling is cool. Cool things are worth money. The NBA cares about money. Maybe if anti-Sterling, pro-Clippers apparel is marketable to NBA fans (Clips fans and others alike) it could demonstrate to league officials and owners that dried-up stains like Sterling aren't going to sell the product of basketball. Does money still talk? How cool would some red and blue t-shirts that said "I bought this CLIPPERS T-shirt for $20 and not a penny went to Donald Sterling." be? Maybe the money could go to equality-driven causes. The NBA can get their profits back when Sterling's long gone.
Can Sterling's racism be so uncool that it is actually an economic force that could predicate his demise?