How Basketball Legend Candace Parker Is Shaping the Game | The Deal

Introduction (0s)

• Candace Parker is at an amazing moment in her career, having stopped playing and transitioned into a businessperson (4s).
• She has a clear and big vision, and her ambition is comparable to that of a former baseball player (12s).
• Parker has a great relationship with Adidas, where she was recently named the president of women's basketball (32s).
• She is also involved in broadcasting, working with TNT and the NBA (1m18s).
• Parker's goal is to continue growing the game of women's basketball and women's sports in general (1m1s).
• She is considered a media star and has the potential to become a future owner in the NBA and WNBA (27s).
• Parker describes her current work as being "outside the lines" and focusing on the business of sports (58s).

University of Tennessee & Pat Summit (1m25s)

• Candace Parker grew up in Illinois but attended the University of Tennessee, which was already iconic at that time, and became even more so with her help, winning a couple of national championships under the guidance of Coach Pat Summit (1m26s).
• Coach Pat Summit is considered one of the most influential coaches across all sports, and her impact on Candace Parker's life and career was significant (1m50s).
• Candace Parker met Coach Pat Summit during an unofficial visit to the University of Tennessee, where Summit had just landed from speaking to the CIA, and was immediately impressed by her presence and vision (2m19s).
• Candace Parker's father was instrumental in her decision to attend the University of Tennessee, as he wanted her to learn from a coach who could teach her not just basketball, but also valuable life lessons (2m30s).
• Coach Pat Summit was a perfect example of someone who could balance being a great coach, a mother, and a pioneer in growing the game of women's basketball, which inspired Candace Parker (2m56s).
• Candace Parker's father left when she was 10 years old, and as a result, coaches and mentors played a significant role in shaping her life, with Coach Pat Summit being a major influence (3m30s).
• One of the key lessons Candace Parker learned from Coach Pat Summit was to handle success and failure in the same way, which was the opposite of what she initially thought, and this lesson has stayed with her to this day (4m17s).
• Coach Pat Summit had a presence that demanded greatness and respect, but she was also an exceptional listener, which set her apart from other coaches and made a lasting impact on Candace Parker (4m36s).
• Coach Pat Summit would often ask for Candace Parker's opinion during timeouts, making her feel heard and valued, and this approach helped to build trust and ownership (4m57s).

Popularity of women’s college basketball (5m19s)

• The era of women's college basketball in the early 2000s was considered the most popular time for the sport, with players like Candace Parker being rock stars on the road and selling out arenas, with the highest attendance at home games (6m12s).
• During this time, players like Parker and Diana Taurasi were winning national championships and playing in front of large crowds, including 24,000 screaming fans at Thompson-Boling Arena in Knoxville (6m16s).
• The popularity of women's college basketball during this era set the stage for solidifying the sport as special, but it also highlighted the need for proper investment in the WNBA (6m34s).
• The difference in popularity between women's college basketball and the WNBA was not due to a lack of talent, but rather a lack of proper investment in the WNBA (6m41s).
• Candace Parker started thinking about life after the WNBA and exploring other interests, including business and broadcasting, during her time in college (7m4s).
• Parker initially majored in finance but switched due to scheduling conflicts with practice, and she always had a desire to learn and be a part of things outside of basketball (7m6s).
• Parker's curiosity and willingness to ask questions helped her learn about media, communication, and the business side of sports, and she believes that asking questions is key to opening up new opportunities (7m39s).
• Parker developed relationships with people in the industry by asking questions and seeking answers, and she believes that this approach helped her learn and grow both on and off the court (7m58s).

The importance of asking questions (8m14s)

• The need to look ahead and think about what's next may stem from growing up, as it involves being curious and asking questions, a trait developed from a young age (8m14s).
• Having two older brothers, who are eight and 11 years older, played a significant role in shaping this mindset, as they would often debate and discuss various topics (8m37s).
• The ability to engage in discussions with prominent figures like Chuck, Shaq, Kenny, D-Wade, and Jamal may be attributed to the similar debates and discussions that took place at home every Saturday and Sunday (8m47s).
• Being okay with being embarrassed and not knowing something is crucial in asking questions and seeking knowledge (9m1s).
• Asking questions can often lead to discovering that others may not know the answer either, which can be a valuable learning experience (9m10s).
• Participating in team sports also contributed to the development of this habit, as it involved raising hands to ask questions and seek clarification on things that were not understood (9m18s).

Why Candace played overseas (9m30s)

• Coming out of college, Candace Parker had to consider her brand, finances, and taking care of her family, including her daughter, when deciding her next steps in her basketball career (9m40s).
• Parker was fortunate to have longstanding partners like Adidas and Gatorade, but playing overseas was a key consideration for taking care of her family at a different level (10m22s).
• Playing in the WNBA was considered a summer job, with Parker's rookie salary being around $56,000, and endorsements providing additional income (10m51s).
• Parker notes that the real dream for many young players is not just to play in the WNBA, but to play overseas, where they can earn a better income and take care of their families (11m1s).
• The idea of playing overseas is compared to a hypothetical situation where a player is drafted by a US sports team but is told they need to play in Japan to earn a better income (11m16s).
• Parker acknowledges that playing overseas was a sacrifice, but it also provided her with the opportunity to capitalize on things she was missing in the WNBA, such as better pay and amenities (12m6s).
• Parker played for one of the best clubs in Russia, where she had access to chefs, drivers, private flights, and amazing apartments, making the experience more comfortable despite the distance from home (11m55s).
• Parker and her fellow players hoped that one day they wouldn't have to go overseas to earn a good income, but at the time, it was necessary to take care of their families (11m41s).

Reflecting on the recent rise of the WNBA (12m26s)

• Candace Parker is a highly accomplished WNBA player, having been both the rookie of the year and the MVP, making her one of the best players in the league (12m32s).
• Looking at the current state of the WNBA, Parker experiences cognitive dissonance, comparing it to what the league was like during her playing days, which were not that long ago (12m52s).
• Parker expresses frustration that the WNBA started chartering flights the year she retired, as she and her teammates used to have to take 6:00 AM flights after playing back-to-back games (13m2s).
• Despite the challenges she faced, Parker feels a sense of responsibility for the growth of the WNBA and hopes that the next generation of players will have an easier time (13m24s).
• During her playing days, Parker found it difficult to find open gyms and practice facilities, particularly in Los Angeles, which made it hard for her to improve her game (13m48s).
• Parker is also frustrated that she had to play overseas during the off-season and couldn't focus on improving her skills, but she is happy to see the opportunities available to players now (13m55s).
• Despite feeling frustrated, Parker chooses not to be bitter and instead wants to be part of the process of continuing to open doors for future generations of players (14m25s).
• Parker also reflects on what could have been if she had access to Name, Image, and Likeness (NIL) deals during her college days (14m26s).
• Overall, Parker is happy to see the progress the WNBA has made and hopes to be a part of its continued growth and development (14m34s).

Name, Image and Likeness (14m40s)

• The current landscape of Name, Image, and Likeness (NIL) is exciting because athletes are now considered brands and can capitalize on their fame, with examples like Caleb Williams opening private equity firms and investing in acquiring equity at a young age (15m7s).
• The shift in focus from idolizing rock stars and movie stars to athletes is partly due to athletes having some of the biggest followings on Instagram, which is why the NCAA had to allow NIL (15m37s).
• The NCAA's decision to allow NIL has created a "wild, wild west" situation, with many things that need to be figured out, but it is hoped that it will continue to allow athletes to benefit financially (15m47s).
• One potential quick fix for the NCAA is to take care of the median income athletes, not just the front and center athletes who would have made money anyway, by providing health insurance, stipends, or considering them as a union (16m20s).
• The NCAA is a business and needs to take care of its athletes, not just those who can sign endorsement deals and get national commercials, and conversations around these issues should be had (16m47s).
• The NIL landscape has changed significantly from the past, where athletes were not allowed to receive benefits, such as food, and now they can capitalize on their fame and build their personal brands (14m50s).

Getting into business with Adidas (17m1s)

• Candace Parker's relationship with Adidas began when she was 14 years old, and the company sent her a pair of Red Tracy McGrady shoes, which she thought made her the coolest person in the world (17m23s).
• Adidas continued to sponsor her throughout her high school and college years, with her high school team receiving a whole box of Adidas products, and the University of Tennessee, which she attended, also being an Adidas-sponsored school (17m49s).
• Parker's comfort and familiarity with Adidas led to her signing with the company as a professional, and she has since worked with them through various phases of her life, including her pregnancy, injuries, and overseas career (18m4s).
• Parker's partnership with Adidas has become a collaboration where she feels heard and genuinely enjoys the brand, to the point where she jokingly doesn't allow Nikes in her house (18m30s).
• As Adidas women's basketball president, Parker feels a sense of responsibility and ownership, and is working to grow the brand from a different perspective (18m46s).

Becoming the President of Women’s Basketball at Adidas (19m2s)

• Candace Parker was approached by Adidas to take on a new role, which was not just about wearing a shoe or having a signature shoe, but a different job within the company (19m5s).
• Parker had been planning for the next phase of her life and was interested in learning about building a brand and a collection, so she was involved in the meetings and planning for her Ace collections (19m22s).
• Through her involvement in the collections, Parker developed relationships with the Adidas team and provided real feedback on the shoes, which helped build trust (19m51s).
• When Adidas made the pitch for Parker to become the President of Women's Basketball, it was a random meeting in LA, where they presented her with a custom-made Letterman's jacket with the title on it (20m28s).
• Parker was surprised and excited by the offer, and Adidas expressed their desire for her to continue growing the game, but in a different way (20m34s).
• The process of creating a term sheet and negotiating the details of the role involved going back and forth with Adidas, but Parker's trust in the company and their reputation helped facilitate the agreement (21m20s).
• Parker and Adidas agreed in principle quickly, but the underlying details of the role and expectations took some time to finalize (21m40s).
• Parker's imprint on the brand won't be visible until 2025, but she's already had positive conversations with the team and is focused on growing the game, particularly at the grassroots level (22m3s).
• Parker believes that finding and supporting young players, like a 14-year-old kid who puts on their first pair of basketball shoes, is crucial for the brand's success and has a lasting impact (22m18s).

Alex & Candace on having signature shoes (22m35s)

• Candace Parker enjoyed the design process of creating her signature shoe, as she was a sneakerhead and had the opportunity to start from scratch and design whatever she wanted (22m49s).
• Parker's initial idea for her shoe was to have smashed Skittles on the bottom, and the designers came up with 15 different designs based on that concept (23m18s).
• When Parker finally put on her signature shoe, she was excited to see it come to life and was also able to share replica shoes with her nieces, nephews, and daughter (23m29s).
• Alex, on the other hand, had a different experience with designing his signature shoe, as Nike asked him a series of questions about his preferences, including his favorite car, watch, and Starbucks order, before coming up with a design (23m46s).
• Alex's signature shoe led to his first commercial with Nike, where he blended the shoe and drank the resulting mixture, which was a dream come true for him (23m59s).
• Alex felt a sense of pride and connection to Nike when he saw someone else wearing his signature shoe for the first time, and he appreciated the company's loyalty and trust in him (24m37s).
• Both Parker and Alex have had long-term relationships with their respective shoe companies, with Parker being with Adidas for 16 years and Alex being with Nike for 25 years (24m59s).

Candace’s mindset for her next chapter (25m11s)

• Candace Parker has been working on her next chapter, which involves pursuing business, private equity, ownership, broadcasting, production, and boardrooms with the same intensity and focus she had for basketball (25m14s).
• She aims to own both an NBA and WNBA team, and believes in speaking things into existence and not shying away from her goals (26m4s).
• Parker thinks that athletes often forget the amount of time they put into their sport to be successful, and she needs to remind herself to put in the time and energy to achieve her business goals (27m30s).
• She uses goal setting and her Google calendar to stay on top of her tasks and achieve her objectives (27m40s).
• Parker believes in the importance of hard work and studying, and she makes up for her lack of formal education by being the first one to arrive and the last one to leave, grinding, and studying (27m59s).
• To fill the gap in her knowledge, she asks people for 20 minutes of their time to discuss business decks, successful companies, and qualities that make a business successful (28m25s).
• Parker thinks that business is about relationships and picking the right people, and she is learning from mentors like Marc Lasry, Andy Spelman, and Mark Roberts (29m32s).
• She also emphasizes the importance of getting in rooms with women, learning, listening, and being part of that network and growth (29m47s).
• Parker's approach to business involves picking people's brains, asking questions, and not being afraid to ask for time (29m58s).

Candace’s partnership with Marc Lasry (30m4s)

• Candace Parker's business relationship with Marc Lasry began at an NBA All-Star celebrity game where they collided, resulting in Lasry getting a black eye, but they later became friends and would often meet up during NBA All-Stars (30m14s).
• Over time, their friendship developed, and Lasry would invite Parker to Milwaukee Bucks games, eventually convincing her to attend a game in 2021 or 2022, despite being a Chicago Bulls fan (31m4s).
• Parker was impressed by the environment and the Deer District, leading to further conversations and a deeper connection with Lasry (31m19s).
• Lasry later started Avenue Capital Sports and asked Parker to be involved, which she appreciated due to their strong friendship and her respect for Lasry as a mentor who follows through on his commitments (31m41s).
• Parker shared a story about Lasry's dedication as a mentor, where he met with her at 1:00 AM to review her real estate deck, demonstrating his willingness to go the extra mile (32m17s).
• Lasry has been a long-time investor in Parker's ventures, and they have partnered on several projects, with Parker valuing their relationship and Lasry's genuine interest in her well-being and success (32m36s).
• Parker believes that people like Lasry, who put in extra time and energy, are the ones who achieve success, and that his kindness and genuine care for others set him apart (33m8s).

What’s next for the business of women’s sports (33m19s)

• To advance women's sports from a business perspective, proper investment in the sport, business plan, and athletes is necessary, as "scared money doesn't make money" (33m37s).
• The NBA's approach to investing in its product and athletes, as exemplified by Adam Silver's relationships with top players, is a model that women's sports can learn from (33m46s).
• A key issue in women's sports has been the separation of investment and product, which needs to be addressed to drive growth (34m8s).
• To make an impact in women's sports, investors need to dedicate time and resources, not just money, and be knowledgeable about the growth of the sport (34m40s).
• Billionaire owners who are willing to invest in and grow women's sports are needed to drive the game forward (35m9s).
• The growth of women's sports may take time, but it is coming, and past growth patterns suggest that it may happen around year 30 (35m35s).
• Small fixes, such as questioning and pushing for change, can help drive growth in women's sports, and this is where Candace Parker sees her role (35m47s).
• The success of the women's NCAA game on ABC, which saw increased viewership, demonstrates the potential for women's sports to attract a wider audience (35m55s).
• The use of streaming and social media has made women's sports more visible, and statistics show that female athletes can attract large followings and sell products (36m30s).
• The ability to measure the popularity of female athletes on social media has helped to demonstrate their marketability and challenge traditional notions about women's sports (36m55s).
• Candace Parker's role is to continue to push for greater visibility and build relationships to drive growth in women's sports (37m9s).

NBA broadcasting (37m24s)

• Candace Parker has developed relationships with big personalities in NBA history through her broadcasting career, including a close friendship with Shaquille O'Neal, with whom she often engages in good-natured banter (37m45s).
• Parker's transition from being a star women's basketball player to working on a prominent sports television show was not a traditional progression, but she has made it work by being a self-described "basketball hoop head" who watches games, highlights, and analysis (38m19s).
• Parker enjoys discussing basketball with people who played the game differently than she did, including those from the NBA, and values the opportunity to share her perspective and insights (38m42s).
• She has learned to navigate the dynamic of working with strong personalities like Shaq, who often takes a more straightforward approach to the game, and has developed a sense of humor about being teased by her colleagues (38m59s).
• Parker's preparation for broadcasting involves watching games, taking notes, and knowing the backstories and scouting reports of players, with the goal of being able to speak to a wide range of audiences, from casual fans to dedicated "basketball heads" (40m18s).
• She has been influenced by the advice of Kenny Smith, who told her to prepare to speak to different types of viewers, including the "grandma" who may not be familiar with the game, and to strive to make her commentary accessible and engaging for all (40m27s).
• Parker recognizes that different broadcasters have different approaches to preparation, ranging from relying on instinct and feel to using statistics and analysis, and has developed her own approach over time (39m44s).

What's next in the media world (40m51s)

• Baby Hair Productions is a production company started by Candace Parker, with its first passion project being a Title IX documentary completed in collaboration with Turner, aiming to grow the company and develop stories that impact people and drive change, particularly in women's sports and business (41m1s).
• The next big step forward for women's sports is believed to be the development of "shoulder programming," including pregame and postgame shows, which have been missing in women's sports and present a significant business opportunity (41m42s).
• Women's sports often lack the storytelling and analysis found in men's sports, with a tendency to be overly protective and sensitive, making it challenging to critique and grow the sport while maintaining honesty and viewer engagement (42m46s).
• A shift in mindset is necessary, recognizing women's sports as a business opportunity rather than a charity, with investors like Marc Lasry and Joe and Clara Tsai bringing a more business-oriented approach to the industry (43m25s).
• The use of language and social media posts can impact the perception of women's sports, with a need to focus on showcasing superstars and courtside experiences, rather than simply "supporting" the sport (44m8s).
• The growing popularity of women's sports, such as volleyball, which drew 97,000 spectators to a game, demonstrates the potential for business growth and a shift in mindset, with a new generation of men growing up with women as role models and leaders (44m34s).
• To capitalize on this opportunity, it is essential to take a business-minded approach, using available data and blueprints to make informed decisions and drive growth in women's sports (45m1s).

Rapid fire (45m13s)

• Candace Parker's deal-making style can be described with the word "inquisitive" (45m34s).
• In a deal, Parker considers instincts more important than data (45m40s).
• Parker's dream deal-making partner is Marc Lasry (45m44s).
• Parker's dream co-host on the NBA broadcast is Allen Iverson (45m46s).
• The best piece of advice Parker has received on deal making or business is to listen to all the facts, but ultimately make her own decision (45m56s).
• The worst business advice Parker has ever received is to listen to everyone else and do what they want (46m4s).
• Parker's hype song before a big meeting or negotiation is "What more can I say" by Jay-Z, and she also sprays angel perfume in honor of Coach Summit (46m12s).
• If Parker could only watch one sport for the rest of her life, it would be basketball (46m19s).
• Parker wants to see the Chicago Bulls win a championship more than any other team (46m25s).
• A fun fact about Parker that her teammates might be surprised to hear is that she can juggle (46m35s).