Anthony Davis, the assumed No. 1 pick in Thursday's NBA Draft, trademarked the phrases Fear the Brow and Raise the Brow - references to his famous unibrow.
Davis gained notoriety for his unique styling decision when he guided the University of Kentucky to a national championship in April. Fans immediately took to wearing t-shirts that said Fear the Brow, which made Davis realize there was a financial incentive to keep the unibrow and trademark the phrases.
I don't want anyone to try to grow a unibrow because of me and then try to make money off of it, Davis told CNBC. Me and my family decided to trademark it because it's very unique.
Davis isn't the first person to trademark the phrase Fear the Brow - those honors go to The Blue Zone, a Lexington area store - but Davis has hired Arn Tellem to handle all negotiation issues, including endorsements.
The talented forward told CNBC that a lot of people have told him to shave off the unibrow, but that he won't because everyone's talking about it. He also won't shave it off for an endorsement deal, though he is willing to act like I'm shaving it and then I'll throw the razor down.
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Keeping the unibrow might sound like a curious decision, but it will help set Davis apart from other athletes when it comes to landing endorsements.
It's definitely a positive, Bob Dorfman of Baker Street Advertising said. He's not -- unibrow or not -- the greatest looking guy. He's not going to get the Ryan Lochte kind of deals when you play him up as a sex object. But it makes him a bit more memorable, a bit more fun.
No one else is playing up the unibrow. That gives him one little thing that sets him apart.
Dorfman likens it to the Fear the Beard campaigns for San Francisco Giants closer Brian Wilson and Oklahoma City Thunder guard James Harden. Fans bought t-shirts with the phrase on it and began dressing up as those players at their home games.
With all of the 'Fear the Beard' and other facial hair campaigns, those kinds of things give you some charismatic aura you can capitalize on.
Davis has already signed a deal with Sprint, but Dorfman expects him to land a deal with Nike as well.