Ellis Making a Name for Himself

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Two years ago, Monta Ellis was a skinny rookie, stuck on the end of the Warriors' bench.</p>

He wasn't picked until the second round (40th overall) of the 2005 NBA draft, doubted because of his lack of size and a left-knee injury sustained a few months earlier. The 6-foot-3 guard was overshadowed by guards Baron Davis and Jason Richardson and heralded rookie forward Ike Diogu, whom Golden State drafted ninth overall. Ellis was so under-the-radar that people regularly mispronounced his name "Mon-tuh" instead of "Mon-tay."</p>

My, how times have changed.</p>

Ellis, 22, is practically a one-name star in the NBA world. Drafted out of Lanier High School in Jackson, Miss., Ellis is one of the hot young stars in the NBA and definitely one of the most popular Warriors.</p>

"Who, me?" Ellis said, his crooked smile revealing his failed attempt at sarcasm.</p>

Ellis' fame is growing rapidly powered by his speed and quickness, his rags-to-riches life story and his regular-guy persona. Winning last season's most improved player award didn't hurt, either.</p>

The Warriors haven't had a budding star of this magnitude since Gilbert Arenas' second and final season with Golden State in 2002-03. <span id="mn_Global"><span id="mn_Article"> According to the Warriors, Ellis and Davis, the team's best player, are the Golden State players most requested by the media. Ellis' jersey has been second on the team in sales each of the past two seasons and has closed the gap on Davis' with a 30 percent </span></span><span id="mn_Global"><span id="mn_Article"> increase this season.

"I appreciate that," Ellis said. "I like the love that they're giving me. With me, it's never (a matter of getting) too big. If it gets to the point where I can't go anywhere (without being recognized), I'm still going to be the same person."</p>

Perhaps the best indicator of Ellis' burgeoning star power is that he's the endorsement face of the basketball apparel company And1. The "Who Is Monta Ellis?" campaign - highlighted by 13 television commercials - started in earnest last summer. Ellis is the first NBA player to be the front man for the shoe company since Stephon Marbury.</p>

Ellis, who signed a two-year deal with And1 in March, is in negotiations for a longer, more lucrative endorsement contract, one that could include a signature shoe. And1's plans are to make Ellis among the most-marketed NBA players.</p>

"If you look at the players who have their own commercials right now, there are only three," said Taylor Duffy, And1's brand marketing manager. "LeBron (James), Dwyane Wade and Monta."</p>

To be sure, this is a lot of spotlight for a teammate of a player as popular as Davis. Can Ellis handle it?</p>

Those close to him have no doubt. They say Ellis' down-home humility, focus and jovial personality leave them with little concern that he might be spoiled by fame.</p>

"To be so young and to have all the exposure and success he's been getting, it's great," Warriors forward Stephen Jackson said. "A lot of kids can't mature as fast as he has. Just to see how he's handled it - not letting it get to his head, continuing to be humble about what he has - that shows a lot about his growth. I'm proud of him. He deserves everything he's getting right now."</div></p>

Source: San Jose Mercury News</p>
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