Collective Shared Experiences (aka Sports)
Many moons ago, just after graduating from college, I lived, for a short time, in a little Ohio town called Akron. When I moved there, all anyone knew was that it had once been the rubber capital of the U.S. and there was a high school kid there who just might be the best basketball player since Michael Jordan.
By the time I left northeastern Ohio that seemingly sweet kid, who I often saw eating alone at local restaurants, was in the national spotlight, the subject of an endorsement bidding deal that was rumored to be worth about $92 million. He was also probably the only person in Akron with a Hummer.
Today that kid is an adult and has, as of right this second, 112,267 people following his Twitter account, waiting to find out where he'll play.
Stop, refresh, 112,544...112,722...
Thus far, all he's said, about an hour ago is, "Hello World, the Real King James is in the Building "Finally". My Brother @oneandonlycp3 gas'd me up to jump on board so I'm here. Haaaa"
Wow. If you're LeBron James you don't really have to say a word and everyone will wait with bated breath!
Back in Ohio, during that bidding war, one athletic company, which definitely didn't have the cash to compete put up billboards and ads on busses, only in Akron that were targeted solely to James. They said "What will you do with your millions?" and "So you want to be a superstar?"
Clearly...114,172...superstar status arrived.