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\"\"Kevin Morris texted his principal last Wednesday night and asked that she not come by for an evaluation the following morning—he wouldn't be teaching. Instead, Morris, the boys basketball coach at Apalachee High School in Winder, Georgia, had something else in mind.

\n

So on Thursday he pulled out the bleachers in the gymnasium, rolled out the projector, pulled down the big screen and found the site he was searching for on his laptop. The 150 students who arrived at 1 p.m. were there for weightlifting or aerobics or P.E., but by 1:30 they all had settled in for the show: Former Apalachee star Kamar Baldwin was about to make his NCAA tournament debut.

\n

Some of these students had sat in these same bleachers and watched as Baldwin collected accolade after accolade. He had started on the Wildcats varsity squad as a freshman, had been named all-state from his sophomore through senior seasons, had earned Georgia's Region 8-AAAAA Player of the Year award twice and had left school with 2,593 points—the most ever for a Barrow County player. From their seats, they could see his framed No. 44 jersey on the wall above a basket, retired before he graduated. But they weren't looking at the ceiling; they were staring at the screen as Baldwin and his Butler Bulldogs took on the Winthrop Eagles in Milwaukee.

\n

\"\"

\n

They whooped and hollered as Baldwin snagged a steal off Winthrop's Bjorn Broman not a minute into the game, as he blocked a shot not five minutes in and as he drained the three that extended Butler's lead to 11 with about six minutes to go in the first half. As the halftime buzzer sounded, so did the bell signaling the end of the school day. But after the crowd had dispersed and the projector had been disassembled, Morris and five current players huddled in his office and crowded around his 15-inch laptop to watch Butler advance with a 12-point win.

\n

Baldwin finished with seven points, six rebounds, two assists and two steals. His statistics weren't amazing, but the group nonetheless left Morris' office in awe. The players had believed all along that Baldwin would succeed in college basketball one day, but now they marveled anew at how a 6-foot 3-star recruit from their tiny, 15,000-person town had become an impact Division I starter so soon.

\n

Before Kamar Baldwin could form words or even memories, basketball was central to his life. His mother, Kay Holloway, who had played point guard in high school and for a year at Shorter University in nearby Rome, Georgia, was the girls coach at Winder-Barrow, the only other high school in Barrow County—and Apalachee's chief rival. By the time he turned two and could string a sentence together, Kamar implored his mother to let him start playing basketball.

\n

\"Eventually,\" she jokes, \"I had to put a ball in his hands just to shut him up.\"

\n

\"\"

\n

At three, Kamar was so hooked that he talked the director of his day care into buying him a ball and a hoop so that he wouldn't have to spend the better part of each day away from the game. His mother would come to collect him after work and find him instructing his peers on proper dribbling technique. When she brought him home, he'd step in front of the Fisher-Price hoop in his bedroom and hoist shots until his tiny arms failed. By the time he turned four, he was playing organized basketball at the YMCA. His mother coached the team.

\n

Just two years later, Morris brought his son, Ethan, to the YMCA for a game. As Ethan played, Morris found himself distracted by a kid on the next court over—he couldn't tell whether the boy was left-handed or right-handed, but he knew for certain he was going to be a big-time player. Since there are only two schools in Barrow County, he knew he had to find the boy's family and ask an important question: Did they live in Winder-Barrow's district or Apalachee's? His mother, herself a special education teacher, gave him the good news about her son.

\n

\"I wouldn't say I was recruiting then,\" Morris says, \"but I was definitely excited.\"

\n

\"\"

\n

Around that time, Kay—who hadn't married Kamar's father, Greg Baldwin—began dating Jamie Holloway, a sheriff she'd first met when they were both basketball players at Shorter. As their relationship grew serious, Holloway invested more and more time refining Kamar's burgeoning basketball skills. They'd pass hours on the driveway, mimicking Chris Paul's dribbling techniques and forming a sharp shooting stroke.

\n

\"At first, I hated it,\" Kamar says. \"I'd feel like I mastered something, and then we'd do it again and again—for hours, for days. Now I understand how much that helped to shape me.\"

\n

The only gap in his young career came in third grade. Two times that year, his mother was called in for a teacher's conference: Kamar was becoming the class clown. She told him that if she had to make another trip to the school, she wouldn't allow him to to play basketball that year. When the third call came, he protested the suspension, but it stood.

\n

\"I hated not being able to play, but I'm glad they didn't give in,\" Kamar says. \"I carry that lesson with me to this day.\"

\n

When Morris finally got Kamar on his court, for a four-day camp the summer after Kamar's suspension, he played him with fifth- and sixth-graders and marveled at how ahead of the curve he was. Morris gave Kamar a nickname that year: The Franchise.

\n
\n

\"When we heard Kamar was coming, we celebrated like we'd just gotten into the Sweet 16.\"
—Butler head coach Chris Holtmann

\n
\n

But Baldwin soon learned that being the best player in Barrow County wasn't enough to help him achieve his dream of playing college basketball. In eighth grade, after having dabbled in football (as a quarterback) and track (he ran the 400-meter dash and hurdles), he decided to focus exclusively on hoops.

\n

He and Jamie Holloway, by now his stepfather, drove to Atlanta, about 45 minutes away, to try out for the Atlanta Celtics AAU team—a program that had helped develop NBA stars like Dwight Howard and Josh Smith. At the tryout, coach Derrick Dickerson pushed Baldwin to his limits, physically and psychologically. Dickerson made him do pushups until his arms felt like spaghetti noodles and told him he might never make it on this team—or even out of Barrow County.

\n

\"He came into my practice like he was pretty good,\" Dickerson says, \"and I blasted him. I got in his face. I called him a prima donna.\"

\n

In the truck on the way back to Winder, Holloway cut the silence with a question: \"Do you want to go back?\"

\n

How Baldwin responded convinced Holloway that his stepson would reach his basketball potential: \"Yes, sir.\"

\n

For the rest of high school, Baldwin learned to balance his experience with his two basketball teams. With the Celtics, he developed slowly, coming off the bench behind highly touted recruits like Kobi Simmons, a 5-star who plays for Arizona, and Alterique Gilbert, a 4-star who plays for UConn.

\n

\"\"

\n

At Apalachee, Baldwin was a legend, sometimes scoring as many as 23 points in a row for his team and averaging a double-double in his final three seasons. In his senior year alone, he scored 29.6 points per game and added 10.8 rebounds, 4.5 assists and 3.7 steals.

\n

As his game grew, so too did the crowds. Morris estimates attendance went from about 400 fans a game in Baldwin's freshman year to nearly 1,000 during his senior season. And when Winder-Barrow came to the gym, it was standing room only.

\n

But with each passing year, two things about Baldwin's game remained consistent: He was stellar on defense and a consummate teammate. Newspaper clippings, Dickerson says, often misstated Baldwin's height as 6'3\" or 6'4\"—he was 5'11\" in high school—because his 6'6\" wingspan and penchant for picking pockets made him appear taller than he was. And Baldwin never pouted when he was pulled from games.

\n

\"In fact,\" Dickerson says, \"he'd often whisper to the guy who replaced him, 'Pick up where I left off. Go get 'em!' That's just how he was raised. His family worked for everything they had. His game, like his upbringing, is blue-collar.\"

\n

There was one time each year when Baldwin was a little selfish: March. Whether he was with his mom or his dad, everyone in each family—he has three younger siblings on his mother's side and two on his father's—knew not to expect much TV time. Baldwin spent every free minute taking in the NCAA tournament. And one particular year now stands out in his memory: 2010.

\n

\"\"

\n

That March, a scrappy Horizon League team made its first of two consecutive trips to the national championship game, and Baldwin begged his mom to let him stay up past his bedtime to watch the spellbinding finish. After Gordon Hayward missed what would have been the game-winning shot by inches, Baldwin went to bed deflated.

\n

\"I was rooting so hard for Butler to beat Duke,\" Baldwin says. \"I always loved the Cinderella story.\"

\n

Baldwin didn't think much about Butler, a school 9.5 hours north of Winder, until he received a call from Butler staffer Emerson Kampen during the summer before his senior year. Emerson had gone to Dallas to scout some other players but decided on a whim to stick around for an Atlanta Celtics game instead of heading back to his hotel room to relax. Even though Baldwin was coming off the bench, Emerson was captivated by the player who was displaying ferocious defensive intensity during his third game of the afternoon.

\n

\"He wasn't a self-promoter,\" Emerson, now Butler's men's basketball analyst, says. \"But he played the game the right way. I knew as soon as I saw him that he would fit in at Butler.\"

\n

When head coach Chris Holtmann visited Winder later that summer, he agreed. The Bulldogs were playing catch-up in recruiting because Holtmann had only been promoted from interim coach to the permanent job in January, and it had been challenging to get players to commit to a coach to whom the school hadn't yet committed.

\n
\n

\"Anyone who thinks this team is an underdog doesn't know the history of Butler basketball.\"
—Kamar Baldwin

\n
\n

For Baldwin, the only challenge was convincing himself that he could handle living so far away from family—and living in the snow. He accepted Butler's scholarship in August of his senior year.

\n

\"We had just lost two all-conference guards,\" Holtmann says. \"So when we heard Kamar was coming, we celebrated like we'd just gotten into the Sweet 16.\"

\n

Baldwin soon gave them even more cause to celebrate. In the second game of this season, Butler was tied at 68 at home against Northwestern with 12.9 seconds left. Baldwin calmly handled the inbounds pass, slipped behind a screen, crossed over his defender, the 6'8\" Gavin Skelly, and hit a 20-foot step-back jumper to seal the win. In the process, he also earned his first \"Onions!\" call from Bill Raftery.

\n

In their dorm room suite later that night, Joey Brunk, a freshman forward, and Avery Woodson, a senior guard, wanted to celebrate, but Baldwin demurred. He had no interest in spending any time talking about himself.

\n

The next day, when Holtmann called Baldwin into his office to explain that there would be a comedown, that he wouldn't end every game of his college career with the winning shot, he found a freshman who had already comfortably moved on from the biggest moment of his college basketball career.

\n

\"\"

\n

Though he never begged to be in the starting lineup—\"I'm just as happy being a cheerleader on the bench as I am being on the floor,\" he says—Baldwin's play made the argument for him early on. After just nine games, he had wormed his way into the starting lineup, capable of combining stellar defense—watch him help seal Butler's home upset of Villanova on January 4 by snagging a steal off Big East Player of the Year Josh Hart and finishing with a reverse layup—with impossibly athletic offense, like his behind-the-head-layup in a win at Xavier on February 26.

\n

As he became Butler's biggest impact freshman since Hayward in 2008-09, the Bulldogs surpassed some expectations of their own. Picked to finish sixth in the preseason Big East poll, they wound up in second place, behind only NCAA tournament No. 1 overall seed Villanova.

\n

Though it'd be easy for a player like Baldwin, undersized and under-recruited, to buy into the notion that he and his team are the sleepers in this tournament, he doesn't think about labels.

\n

\"I've never thought about myself as an underdog,\" Baldwin says. \"I just love to play, so I play. And anyone who thinks this team is an underdog doesn't know the history of Butler basketball.\"

\n

Milwaukee was too far a drive—or too expensive a flight—for most folks from Winder. But Friday afternoon, Kay and Jamie will drive to Memphis, Tennessee, for the South Regional semifinals to see their boy play in person for the third time this season. And on the road beside them will be Morris, who has coordinated a caravan that will carry 10 of the Apalachee faithful.

\n

\"We may not be many from Winder in the stands,\" Morris says, \"but they'll hear us rooting for Kamar. And we plan to stay through Sunday.\"

\n

Staying through Sunday would mean Baldwin and the Bulldogs knocked out No. 1-seeded North Carolina in the Sweet 16. Analytics and oddsmakers make such a win out to be a long shot, but the road-trippers from Winder are buoyant.

\n

They know Butler has a secret weapon, a player who was an afterthought to blue-chip schools like Carolina but has so far outperformed so many of their 4- and 5-star freshmen. More than anything else, though, they learned long ago that there's no use in setting limits on Kamar Baldwin. They believe his journey to stardom has only just begun.

\n

 

\n

David Gardner is a staff writer for B/R Mag. Follow him on Twitter: @byDavidGardner.

\n

Click here to get B/R Mag on the go in the B/R app for more sports storytelling worth your time, wherever you are.

Read more March Madness news on BleacherReport.com

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New York Yankees logoNew York Yankees

The B/R Interview: Brandon Steiner

Max TcheyanSenior Writer IDecember 16, 2008

 

Brandon Steiner is the CEO of Steiner Sports Marketing Inc., one of the largest sports marketing and memorabilia companies in the United States. He has paired together thousands of athletes and companies using sports as a marketing tool to reach audiences and is the leading producer of authentic hand-signed collectibles.

 

I arrived at the Steiner Sports headquarters in New Rochelle, NY and had a chance to admire the signed photographs featuring Steiner’s roster of athletes before being led into a large glass-encased office where I was met by Brandon Steiner himself.  The following contains excerpts from the interview that day...

 

BS:  What the hell are you going to interview me about today that's going to make this story different than the other fifteen hundred other stories that I've either commented on or have been done on me?

 

MT: Well, I want the theme of this interview to be—

 

BS:  Hold on one second.

 

Steiner gets up from his desk and walks over to the door of his office where he begins chatting with a man in a New York Yankees cap who was delivering framed autographed photographs featuring Derek Jeter and Mariano Rivera.

 

I sat in Steiner’s office looking at the various pictures, sports memorabilia, and artwork on display around the room.

 

There was Steiner with Michael Jordan and Bill Clinton, bats, gloves, and jerseys all signed by Yankees legends, and a Warhol-esque pop-art print of Albert Einstein behind his desk.  It all made for an interesting assortment.

 

His desk had hardly anything on it and his keyboard was positioned far away from him. Only his mouse was accessible, which gave me the impression that he rarely responds to emails but instead forwards them on to either of his two attractive female assistants who then contact the sender, as was the case in my getting in touch with him.

 

Keeping half an ear on the conversation he was having with the man in the Yankees cap, I overheard Steiner continually referred to “Hal,” “George,” and “Cash” and it quickly occurred to me that was referring to the Steinbrenners and Brian Cashman, but unlike the majority of Yankees fans, he's on a first name basis with them. 


The conversation moved to Steiner's account of the previous night's Knicks-Cavs game where he witnessed the in-game conversation held between LeBron James and Jay-Z while sitting courtside next to the rapper and his wife, Beyonce.

 

His week had also included a sideline ticket to watch his alma-mater Syracuse upset Notre Dame, where he had a chance to catch up with “Cash.”

 

BS: That was a guy from the Yankees so I had to see him.  Where were we?

 

MT:  What I’m hoping to learn in this interview is how your background, upbringing, and overall make-up has allowed you to take a passion for sports and turn it into an extremely successful career in the sports world. Really, and I hope this doesn’t sound cliché, I’d like to learn the philosophy behind Brandon Steiner.


Steiner lets out a long sigh indicating his patience was waning.  I quickly got to my first question.

 

MT: Okay so going back a bit, growing up did you collect baseball cards, was there a trend towards memorabilia and an entrepreneurial spirit visible from a young age?

 

BS: I was a business kid. I was one of those kids, you talk about Wayne Gretzky used to skate at age three, I was making money at age five. So yeah I was a collector, and I was a big sports nut, enthusiastic, and I played sports, never on a level where I thought I was going to play professional, but I just loved sports, I enjoyed sports, I enjoyed competition, and I enjoyed making money.

I needed to make money, I had to make money. It’s hard to imagine, in today’s world, a nine or 10 year old getting up on their own and going to work. I did that.

 

There's a lot of pressure put on kids and people today, that they’ve got to find this niche and this destiny that they’re going to follow, and that it has to start when they’re a kid. It’s a misunderstanding, it’s a misconception, it’s bullshit.

 

MT: There is pressure put on kids from a young age to figure out what it is you want to do, but I think the way the world is changing lends itself to the fact that you don’t have to just do one thing your entire life.

 

BS: Well the amount of top positions today in ten years from now will be completely different. So how would you know, as a fifteen or eighteen year old kid, what you want to do in ten years when the best jobs will be completely different? The best jobs today didn’t even exist ten years ago. And some of the biggest companies that will be in existence in 2020 haven’t even started yet in 2008.

 

So it’s a complete misunderstanding and it’s really bullshit to think that way.  The real question is: Can you find fun in the unknown? Can you actually find enjoyment out of not knowing where the hell you’re going and not knowing exactly how to get there?

But the real kicker is, and when I think my journey really started when I was a kid, is that it’s really not about what happens, it’s what you do with what happens, and the kind of character that you want to have. That stuff gets built up when you’re a kid.

 

I think integrity is a word that gets lost. When I was at Syracuse and I was an accounting major, not a great one by the way, I wrote for the accounting newsletter.  I interviewed this partner at a CPA firm, and I asked, “What’s the most important thing about being an accountant, a CPA?”

He said two things: "You gotta be able to communicate and you gotta have integrity." And I think his answer is really two of the most important things of being an adult, he probably just misunderstood my question.

 

It’s a great answer. You don’t develop character and integrity and communication skills all of sudden when you become an adult. That’s the stuff you develop when you’re a kid.

 

MT: When did you decide that you were going to try and make a run at this sports marketing thing?

 

BS: In 1987 I really came from a failure. I was in the sport bar business and I couldn’t open up one of those.  I was kind of bummed about it because I really thought I had a good idea. I was very involved with the early conception of the sports bar before they were established all over the country.

 

I’ve always been a very entrepreneurial guy. And whenever I’m in a successful situation I always say to myself, “What else, what’s missing?” And that’s how I really came up with the whole sports bar thing.  When I was working at the Hard Rock Cafe I remember thinking to myself, “This place needs TV’s, this is great with rock and roll, but this should be with sports.”

I’d like to think that I was definitely a big part of that concept, I mean I was right there at the beginning of that idea and probably was doing the first electronic big time sports bar. I came up with that idea.

 

So I helped a bunch of athletes open up their own bars, and in doing so I realized that nobody was really helping these players with a lot of marketing and stuff like that.  I thought, “Wow, maybe I should do that? Nobody seems to know where to go to get a player for an appearance or for a charity event or for a golf outing.”  I thought I could be this sports marketing agent.

 

It’s funny I remember like it was just yesterday that I was sitting in an office a third of the size of this office now, about 250 square feet; pretty small, just enough room for my desk. I shared this office with an intern and I came in that day and said, “Listen we’re going to start a sports marketing for athletes company.

So we’re going to write a letter to every athlete known to man and ask if they want to be part of our service. While you do that I’m going to go out to as many companies as I can, and as these letters come in we’ll tell these companies that we have relationships with these athletes and that we have some great ideas for how we can use athletes to help drive their business.”

 

And by the way, still to this day, if you were a company that wasn’t a sports related company and are trying to make your numbers go, I still think you could bring a guy like me in completely unobjectively, and I could show you how to use athletes to drive your business.

A million times, a million ways, without spending a lot, spending a lot, anybody can go up and get Michael Jordan and then BOOM, but my theme was let me help give you a million other alternatives because most companies couldn’t afford Jordan. That’s how I built my business. I went out and found the goddamn work!

 

MT: And you were able to find these relationships between the athletes and the company?

 

BS: I didn’t find them, I created them. I’m a market creator and then I activate it.  And the market I created was saying to companies, “Look, you don’t have to go sign an athlete up and make a commitment to one athlete. Tell me what you’re trying to do and let me come to you with a bunch of ideas with how athletes can fit into that and make what you’re trying to do better.”  You can't argue it.

 

See what I did was when I sent out those letters to the athletes, I made them fill out a 50 question survey asking them about their favorite products, products they used often, and companies they’d love to work with.

And I compiled all that into a database so when I was with Tropicana orange juice I knew 10 guys who loved Tropicana, drank it everyday before they went and played ball.  Companies love that data.

 

MT: How were you able to, especially when you were just starting out, get the athletes? I imagine many of the athletes you wrote to had never even heard of Steiner, so how did you start to acquire this roster of athletes?

 

BS: Well first of all nobody was doing it at the time. I don’t think it’s a good business model right now for someone starting, the void’s been filled. But at that time there were a lot of players that really nobody was representing and nobody was really going out and working for.

 

In those days there were no computers. I had a Rolodex full of different people in sports and I had like three phones to try and contact players. But I was out in parking lots, out in clubs until four in the morning just trying to meet players, telling them what I do and getting phone numbers. It’s been a long path, you use the players you know to get to players you don’t know.

And you do a good job, so then players are calling up other players saying that this is a good guy, you can trust him. Once you have integrity, people trust you, the word spreads.  And I was hustling, I was coming up with a lot of work for a lot of players by myself; I was doing it all.

 

MT: How did you come up with or see in advance these unique relationships that could be established between a company and an athlete?

 

BS: Knowledge is power, it’s understanding the company. One of things, and listen I’m getting older now, but one of dynamics that I have, or used to have, I’m not sure I really have it anymore, was that with the education and experience I have, I could sit with an executive, a VP or President and be able to talk the talk. 

At the same time I was able to sit with a bunch of athletes that may be just as smart but you have to communicate with them completely differently. So being able to talk out of both sides of my mouth was one of my strengths.

 

MT: Do you think the timing of it all, that you were first to market, had a lot to do with establishing your company as well as the exclusive deals you have with teams like the Yankees today?  (Yankees-Steiner Collectibles is a partnership between Steiner Sports and the New York Yankees which provides fans with authentic, game used memorabilia direct from Yankee Stadium.)

 

BS: I think first to market is everything. I think if you’re not first to market you’re bullshit. I’ve been first to market so many times and with so many situations that I’ve developed a reputation for it.  People say, “If you got something, you gotta go bring that to Brandon, and he’ll tell you what to do.” That’s the kind of credibility you develop. It’s a driving point.  If I were in a classroom I’d say "What Else" times "What’s Missing" equals "First to Market."

 

MT: It’s that simple?

 

BS: It’s that simple, but you know the problem is that it’s not for everybody. Success isn’t for everybody and this kind of thinking isn’t for everybody. It is a lot of wear and tear. The Yankees deal took three and a half years to get it done, and a lot of people wouldn’t have the wherewithal; it was tough. The Yankees are a big company and they’re not an easy company. It’s a complex arrangement we have.

 

And that’s what people don’t realize about me, as aggressive as I am, and I am, I’m extremely energized and enthusiastic and aggressive, but I have patience way beyond what people know. Think about that for a minute. There’s not many people that have that kind of make up. That’s not normal, that’s very odd.

 

MT:  What are you working on now?

 

BS: Well I'm doing interviews of players for the YES Network.  And I like my radio, I'm a big radio guy, and I’m doing radio now about once a month for ESPN Radio.  So when I grow up I'm hoping I can do more of that.

 

MT:  When you grow up?  Sounds like there's a lot still to come.

 

BS: Yeah I mean it’s funny, I still think like I’m a little kid. I guess it’s a problem because I’m not, but I still like to have a little kid approach about a lot of things. It’s difficult, you have to work harder as you grow older to remember and keep in touch with being a little kid.

 

That’s where all the good stuff happens, and I think that’s where the best ideas come from. That’s where Last Licks came from. (Last Licks Ice Cream is a chain of ice cream shops founded by Steiner that endorses sports memorabilia and promotes monthly public signings by professional athletes.)

 

MT:  That's not a bad gig, serving scoops...

 

BS:  Yeah, I'll probably be better known as a guy who owned ice cream stores than I will as a guy who owned all this.

 

MT:  Any deals currently in the works?

 

BS:  I’m working on another deal, I can’t tell you though, but it’s another similar type of Yankees thing.  It’ll take me a couple of years to pull this thing together, but when it does happen it’ll be an industry changer.

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