Star Parker

I hadn't given much thought to the new NBA player dress code until I got a call the other day from an ESPN producer asking me if I would consider debating Snoop Dogg and Ice Cube on the issue.

After a brief phone interview, he concluded that I was just the black conservative they were looking for to take on the rappers. Indeed, I would have been glad to do it. But, alas, I live in Southern California and making the next-day taping in New York was impossible.

The conversation, however, piqued my interest to investigate further.

After doing a little Google research, I felt comfortable with my initial reaction that NBA Commissioner David Stern's new dress guidelines, mandating "business casual" for players appearing in league-related events, is a good idea. However, I suspect that my interest and motives are different from Stern's.

Stern is running a business, and I assume that his sharp pencil is telling him that players sporting do-rags and chains potentially hurt the business. To the extent that his assumption is right, every player should support the call. Their multimillion-dollar salaries come out of the billions the league generates every year.

It appears that a good number of the players have accepted the decision. However, others are protesting, some calling the decision racist. It's tempting to buy the racist line because, indeed, the attire that has been banned characteristically reflects the black rap/hip-hop scene.

However, again, we're talking about business. Professional basketball is a business in which black people entertain white people. Seventy-eight percent of NBA players are black and 85 percent of their paying customers are white. This reality has got to play some significant part in Stern's calculations.

To take a line from the rappers, Stern is just being "real." No moral pretensions here, just cold business. The more the NBA becomes branded as hip-hop and "in your face," the greater the risk that the mainstream white audience paying the bills will get turned off.

As for me, I confess I don't much care about the NBA, or any other professional sport, for that matter. However, I do care about black children and I do care about the future of black America.

Regarding attire prohibited in the new dress code, Boston Celtics star Paul Pierce captured the sentiments of the players protesting, saying, "When I saw the part about the chains, hip-hop and throwback jerseys, I think that's part of our culture. ... The NBA is young black males."

Star Parker

Star Parker is founder and president of CURE, the Center for Urban Renewal and Education, a 501c3 think tank which explores and promotes market based public policy to fight poverty, as well as author of the newly revised Uncle Sam's Plantation: How Big Government Enslaves America's Poor and What We Can do About It.