{"id":1973624,"date":"2026-06-05T09:15:43","date_gmt":"2026-06-05T06:15:43","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1973624"},"modified":"2026-06-05T09:15:43","modified_gmt":"2026-06-05T06:15:43","slug":"inside-the-plan-to-make-victor-wembanyama-the-biggest-athlete-on-the-planet","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1973624","title":{"rendered":"Inside the plan to make Victor Wembanyama the biggest athlete on the planet"},"content":{"rendered":"
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As Victor Wembanyama scanned the room, he was perhaps the only person who truly believed what he was about to say.<\/p>\n

Even though he was still recovering from a blood clot that threatened his career only months earlier, the 7-foot-4 San Antonio Spurs superstar had a declaration to make to the room filled with people determining how to build him into a household name.<\/p>\n

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The NBA, staring down the approaching retirements of LeBron James, Steph Curry and Kevin Durant in the coming years, was in dire need of a new face, someone even the most casual fans could identify. Wemby had a solution.<\/p>\n

\u201cI\u2019m not gonna give basketball a choice of who the face is going to be.\u201d<\/p>\n

A year later, it looks like Wembanyama may have called his shot to that group of Nike executives, an account provided by a person directly in the room. Wemby began this season trying to prove he could handle leading the Spurs to the playoffs and live up to his massive potential. Now, he\u2019s in the NBA Finals, already ahead of where he\u2019s supposed to be. Win, and he could unlock opportunities on a global scale.<\/p>\n

Wembanyama\u2019s ascension may seem sudden, but it\u2019s not a shock to his team, led by the co-founders of Agence Comsport, Jeremy Medjana and Bouna Ndiaye. They have represented him since he was 13 years old and helped guide his journey with Wembanyama\u2019s parents, \u00c9lodie de Fautereau and F\u00e9lix Wembanyama. Now they have him positioned for the next \u2014 and biggest \u2014 step.<\/p>\n

Is Victor Wembanyama the next face of the NBA? That\u2019s hardly the question anymore. It\u2019s whether he can become the next global superstar athlete.<\/p>\n

Can he follow the path laid by Michael Jordan, walked by Kobe Bryant, James and Curry, and take it to the next level? Can he reach the level of a Lionel Messi and Cristiano Ronaldo, becoming one of the most famous people on Earth?<\/p>\n

His team has treated every aspect of his growth, from his body to his game to his public profile, with precision and patience. They understood how a young man with his physical gifts could be vulnerable in so many ways and wanted to slowly and methodically roll him out to the world as a nuanced public figure.<\/p>\n

From discussions with team and league executives, Wemby\u2019s inner circle and the man himself, this is what it looks like \u2014 and what it could mean \u2014 to build the next global superstar.<\/p>\n

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Every decision in Wemby\u2019s World is calibrated and purposely restrained.<\/p>\n

\u201cThe philosophy is we don\u2019t want him to be too distracted. We want him to stay focused, and this is why he did not sign too many deals,\u201d Medjana said. \u201cIf you sign too many deals, then you cannot stay focused on the main goal to be better, to get rest, to get treatment.\u201d<\/p>\n

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Before Wembanyama made the NBA, he was turning down marketing deals in the millions from beverage companies and living off of his approximately $150,000 salary with his French club. Sodas, skin care, you name it. They all wanted him, but he declined.<\/p>\n

\u201cWe\u2019re not gonna mix his image with sodas like Coca-Cola,\u201d Medjana said. \u201cThey all want him, but Victor will never sell soda. Because he doesn\u2019t want to kill the kids.\u201d<\/p>\n

When Wembanyama approaches the podium after games and still sees the two Gatorade bottles framing the microphone, he hits the brakes. He won\u2019t sit down until PR has snatched them away. When he took his seat before they could be removed earlier this year, he said, \u201cOh hell no! Who put that there?\u201d as he threw them under the table.<\/p>\n

While many young basketball stars binge through endorsement deals like candy and flood their socials, Wembanyama\u2019s camp deliberately limited his exposure as he was rising through the ranks.<\/p>\n

In the past, that would have been able to keep him under wraps to some degree.<\/p>\n

\u201cIn fact, in the old days, I think a player like Victor Wembanyama might not have attracted the kind of attention he (has) had until he won,\u201d NBA commissioner Adam Silver told The Athletic<\/em> on Thursday. \u201cBut these days, given social media and given even the uniqueness of who he is, his background, his size, maybe even a world before social media, he still would have commanded enormous attention.\u201d<\/p>\n

People who have known him for years wonder if he has ever truly looked himself in the mirror and realized just how unique he is. But he just sees Victor. How can he feel different when he acts in a way that is just normal to him?<\/p>\n

\u201cHe wants to be recognized for the player,\u201d Medjana said. \u201cNot the size.\u201d<\/p>\n

It\u2019s hard not to consider the size, though. Even NBA Deputy Commissioner Mark Tatum admitted his first thought when he met Wembanyama was \u201cHoly cow! He\u2019s tall.\u201d<\/p>\n

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\u201cWhen do you see a 7-foot-4 guy making five 3s in a playoff game? Never,\u201d said NBC play-by-play announcer Mike Tirico. \u201cSo now, as that message gets out more and more, then I think it becomes, \u2018Oh, I got to see what he\u2019s going to do next.\u2019 And that\u2019s where it will start to build. So you can\u2019t microwave global icon status, right? You\u2019ve got to earn it and build it.\u201d<\/p>\n

Wembanyama and his circle understand that his physical stature is a burden to bear, even if it is a blessing. Everywhere he goes, people will always be immediately fascinated by him, whether they know him as an athlete or not. It\u2019s why he is acutely aware of how truly strong his global reach can be.<\/p>\n

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\u201cWhen you cannot walk the street, and it happened at an early age with him, we all realized what was going on because he cannot hide himself under the hoodie like (Kylian) Mbappe, for example,\u201d Medjana said. \u201c(For) Victor, it\u2019s impossible.\u201d<\/p>\n

Early on in their marketing plans, Camp Wemby leaned into that fascination. The \u201calien\u201d concept with Nike fell in their lap early, so they went with it. And while the decision to carefully and deliberately roll him out to the world as a complete public figure was in part to respect his priorities as an athlete, it also built the value of scarcity to the mystery that is Wemby.<\/p>\n

Louis Vuitton has crafted moments around him, often as part of a broader athlete campaign that includes fellow French soccer star Kylian Mbappe and LeBron. He recently starred in a Fanatics commercial leading into the finals and will be on the cover of NBA 2K27.<\/p>\n

He followed in the paths of his Spurs forefathers and starred in the iconic H-E-B commercials, the Texas supermarket that has been making comedic ad spots with Spurs players for well over a decade. But he is not a ubiquitous figure in the commercial space yet.<\/p>\n

\u201cI think what Victor understands is not to be distracted by all of the fanfare around his career,\u201d Silver said. \u201dBecause he will be defined by championships, not by commercial opportunities or the platform he has to speak out on issues he cares about.\u201d<\/p>\n

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His public appearances away from work tend to happen organically, as people have devoured every peek into his world. His goal has been to show that he is just a human trying to maximize the life with which he\u2019s been blessed.<\/p>\n

But living his life has become a spectacle.<\/p>\n

He went to New York\u2019s Washington Square Park to play some chess in December 2024, and it turned into a defining moment of his story. He didn\u2019t do any planned public appearances in his travels to China and Japan last offseason, but social media posts capturing his presence became international news. The excitement around him built up the lore to the point that actual promotion wasn\u2019t even necessary.<\/p>\n

It\u2019s showing in the ratings.<\/p>\n

During Wembanyama\u2019s historic performance in Game 1<\/a> of the Western Conference finals, he was the No. 1 trending topic on X in the world, per the NBA. The game was the most searched topic on Google worldwide. These numbers are not just for sports, but for everything. It\u2019s the clearest sign to date that Wembanyama can cross the sports fan barrier to become a household name on a global scale.<\/p>\n

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There\u2019s one thing almost everyone agrees with \u2014 to reach that<\/em> level of stardom, an athlete must do one thing above all else.<\/p>\n

\u201cUltimately, for a player to take that mantle, they have to win,\u201d Silver said. \u201cAnd in the conversations I\u2019ve had with Wemby, I\u2019ve emphasized that, but I\u2019m not sure I had to tell him that. The precondition to being a leader on the global stage is winning.\u201d<\/p>\n

Wemby has the opportunity to do just that, starting with Friday\u2019s Game 2, which could tie the series. See this thing through, and he would immediately ascend to new heights.<\/p>\n

\u201cThe championship part of it and the sports greatness part of the legacy is what speaks to my instinct. It\u2019s really what drives me forward,\u201d Wembanyama told The Athletic<\/em> earlier this season. \u201cIt\u2019s the locomotive of my life and my direction.\u201d<\/p>\n

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Medjana can remember a conversation when Wembanyama was a teenager, as a young Victor asked him what he needed to do to reach the mountaintop. His agent told him that if he wants to be the GOAT, he needs seven rings, one more than Jordan.<\/p>\n

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What Our Experts Are Saying<\/div>\n
\n \"My<\/p>\n
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\n My season inside Wemby\u2019s world: An up-close look at the many dimensions of Victor Wembanyama\n <\/div>\n
\n I covered Victor Wembanyama all season. Here’s what I learned that the rest of the sports world is now discovering.\n <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Now as an adult, Wembanyama has been very clear that he is on a journey to win many championships and MVPs. He understands none of his global ambitions are possible without success at the highest levels.<\/p>\n

\u201cObviously, the social media, (the) NBA can promote whoever they want. But at the end of the day, it\u2019s going to be the best players and who the people ask for,\u201d Wembanyama said after the All-Star Game. \u201cBeing the face of the league, it\u2019s something that can be manufactured, but only to some extent. It\u2019s only going to be the best players. This is what it\u2019s all about.\u201d<\/p>\n

Now Wembanyama has to prove that, as he takes over the world, he can still be Victor. And, of course, that he can win. He knows the league won\u2019t hand him the title. He has to give the game no choice but to recognize his greatness.<\/p>\n

\u201cI agree with him wholeheartedly. We don\u2019t anoint a face of the league,\u201d Tatum said. \u201cThe people who become the faces of the league are the ones that do it on the court.\u201d<\/p>\n

But as Wemby stacks wins and the plan advances ahead of schedule, his voice and willingness to use it have grown in turn.<\/p>\n

\u201cHe\u2019s gonna have a bigger and bigger voice,\u201d Medjana said.<\/p>\n

It\u2019s gone beyond just expressing his individuality as a hyper-competitive basketball revolution. He has taken a stand against gun violence and spoken openly about emotional vulnerability in the public spotlight. He\u2019s become one of the NBA\u2019s thought leaders, the person the public turns to for perspective amid uncertainty.<\/p>\n

\u201cMy experience with players like Michael and Magic and Kobe and LeBron, in addition to having that desire to be great, they have to be comfortable with that platform as well and they have to want it. \u2026 I think he relishes the opportunity to be one of those historical figures,\u201d Silver said. \u201cHe is a very sophisticated person in that I think he has a sense that he can use basketball to achieve great good in society.\u201d<\/p>\n

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There was always an expectation that his game would make him stand out. This season, his transparency stood out.<\/p>\n

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\u201cI think fans understand authenticity. That\u2019s what makes him such an engaging figure,\u201d Tatum said. \u201cThey can see through things that are manufactured, but Victor speaks from the heart. He speaks his mind and he\u2019s very thoughtful about what he said, but he\u2019s not afraid to say what he believes.\u201d<\/p>\n

Those around him could tell from an early age that he was destined for something special. His parents raised him to meet the responsibility, and he always carried a sense of purpose. Medjana isn\u2019t even certain where exactly it came from, beyond just being innate in Victor.<\/p>\n

\u201cWhen you have your goals, it\u2019s very clear you know exactly where you want to go at his young age,\u201d Medjana said. \u201cI (have) never seen that before. What is crazy is I feel like Victor is working even harder than everyone, even with all the tools.\u201d<\/p>\n

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More is riding on Wemby\u2019s global takeover than his own star power.<\/p>\n

Wembanyama can be the key to the NBA\u2019s plans to challenge European basketball. Tatum\u2019s pet project, NBA Europe, aims to build a competitor to the EuroLeague. Silver said before Game 1 of the finals that bids for franchises are due at the end of June as they aim to be operational in time for the 2027-28 season. The link to Wembanyama is a selling point to those trying to get involved.<\/p>\n

The results have shown in the overseas ratings, particularly as his popularity in Europe took off after leading France to the Olympic gold medal game in 2024. According to Tatum, the Spurs were the fastest-growing NBA League Pass team globally during the regular season, as their viewership was up 30 percent in Europe and 40 percent in Asia. They are the top League Pass team in France, the second-ranked team in Europe and the third-ranked team globally.<\/p>\n

Basketball has made significant strides across Europe as the NBA tries to lay claim as the second-most popular sport in the continent. With the NBA Global Games taking place in Abu Dhabi and Dubai recently, the sport has gained significant traction in the Middle East as well. There is still a significant gulf to reach the foothold soccer has in every corner of the globe.<\/p>\n

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\u201cWhen you look at the commercialization of European basketball, it gets less than one percent of the European sports media marketplace,\u201d Tatum said. \u201cSo there\u2019s this gap there between the passion for the game of basketball and the commercialization of basketball. And what we want to do is close that gap.\u201d<\/p>\n

As Wembanyama garners worldwide attention, arriving right at Tatum and Silver\u2019s New York doorstep in a moment that could change the sport, the NBA\u2019s desire to expand hastens. And to resonate on a global scale, you have to lean in.<\/p>\n

Silver points to one of Wembanyama\u2019s predecessors in San Antonio, Tim Duncan, having no interest in doing that. \u201cAnd that\u2019s OK,\u201d Silver said. But it limited Duncan\u2019s stardom, which he and the Spurs embraced.<\/p>\n

Now, the Spurs are evolving as Wembanyama takes the pulpit. The organization that owned the small-market image for years is aggressively trying to build a global brand, too, partnering with a French jersey patch sponsor, cryptocurrency wallet company Ledger.<\/p>\n

\u201cFrom (a) globalization standpoint, this isn\u2019t just about Victor. Clearly, Victor is the head of the snake right now, but again, the way we build our team, it\u2019s never about one individual player,\u201d Spurs CEO RC Buford said. \u201cAnd we\u2019ve seen how that can be disruptive to a franchise. We\u2019re focused on the growth and the promotion of the Spurs and our team, and Victor\u2019s a big part of it.\u201d<\/p>\n

Ledger CEO Pascal Gauthier said he wanted to partner with the Spurs in part because Wembanyama\u2019s proximity to their brand will elevate them both in the U.S. and back home. It also comes with the perk of sitting courtside when he visits San Antonio. But he doesn\u2019t even bother to ask to shake Victor\u2019s hand.<\/p>\n

\u201cI\u2019ve never met the guy and I don\u2019t care. I don\u2019t care. I want him to work hard. I want him to do what he does,\u201d Gauthier said. \u201cHe doesn\u2019t need to shake my hand and go see the sponsor. I want him to do what he does right now.\u201d<\/p>\n

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Catch Up On The Story<\/div>\n
\n \"Victor<\/p>\n
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\n Victor Wembanyama wanted to create a Spurs fan group. The Jackals became so much more\n <\/div>\n
\n Victor Wembanyama didn’t just come up with the idea for the Spurs’ new European-style fan section. He’s made it a source of civic pride.\n <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

<\/a><\/p><\/div>\n

Brandon James, the franchise\u2019s vice president of strategic growth, has led the shift over the past five years toward growing a presence in Austin. The Spurs have an annual week there where the team plays a pair of its regular-season home games, full of fan events and various activations around the city. This started before Wembanyama, but he has turned it into a spectacle in the Texas capital.<\/p>\n

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\u201cIf we were to only rely on the 210 area code, frankly speaking, we wouldn\u2019t be afforded the resources to compete in this competitive NBA landscape,\u201d James said. \u201cWe were thinking about it and we said we had this global brand and we have Austin 70 miles away in our exclusive radius. If we leaned into those and put intentionality behind it, we could move from this historically small-market moniker to this global powerhouse.\u201d<\/p>\n

It helps that the Spurs, long led by Buford and former coach Gregg Popovich, have been building an international stronghold in San Antonio for decades. The Spurs were the franchise that first started building championship teams full of players from around the world. Now they have the most talented player to ever come to the NBA from abroad.<\/p>\n

Wembanyama has proved to be the perfect fit, and vice versa. Now, the league is hoping the Wemby Era lasts a long while.<\/p>\n

\u201cI think from discussions with him, the extent that he continues on the track he\u2019s on and whether he wins this year or in a future year, he plans on being relevant for a long time,\u201d Silver said. \u201cI hesitate to add to pressure on him because, like, look at LeBron. Victor takes care of himself. He can be on the floor for 20 years from now.\u201d<\/p>\n

Wembanyama welcomes the pressure. He\u2019s set his goals for the moon from the very beginning and he\u2019s living up to the highest standard. The finals are his chance to prove he\u2019s worthy of the hype.<\/p>\n

Will Wemby stake his claim to a truly global recognition as he heads to New York? Some say he already has.<\/p>\n

\u201cWhen Wemby sneezes,\u201d Brandon James said, \u201cthe world hears it.\u201d<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

As Victor Wembanyama scanned the room, he was perhaps the only person who truly believed what he was about to say. Even though he was still recovering from a blood clot that threatened his career only months earlier, the 7-foot-4 San Antonio Spurs superstar had a declaration to make to the room filled with people […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[226,241],"class_list":["post-1973624","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-crawlmanager","tag-nytimes-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1973624","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1973624"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1973624\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1973624"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1973624"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1973624"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}