Running with the NFL's ‘in' crowd
Peterson's most popular in purple
Peterson's most popular in purple

By John Rohde

Published: September 23, 2007

KANSAS CITY, Mo. — Bill Henkel has been in sports marketing for more than 10 years, has worked with 100-plus clients and secured more than 1,000 endorsement deals.

He spent eight years at IMG, where clients included Peyton and Eli Manning and LaDainian Tomlinson.

Here's how Henkel feels about the marketability of his new prize, Minnesota Vikings rookie running back Adrian Peterson:

"I'll tell you what,” Henkel said, "Adrian's right up there with those guys.”

Henkel is managing partner of 10 Sports Marketing, which has offices in Kansas City, Mo., and Houston.

Rather than Henkel going to Peterson as is usually the case, Peterson will come to Henkel at noon today when the Vikings face the Kansas City Chiefs at Arrowhead Stadium.

Henkel has had his eye on Peterson since the 6-foot-1, 217-pound uber back was obliterating the competition at Palestine (Texas) High School and excelling at Okalahoma.

The high hopes Henkel had for Peterson have done nothing but rise ever since they joined forces last January.

"He's got the smile and the body to do that at the next level,” Henkel said. "He's a great guy, very polite. He's just the whole package.”

Though he was a holdout for five days at the outset of training camp, Peterson appears to fit well in his new surroundings after agreeing to a five-year deal that included $17 million guaranteed.

Even all-pro defensive tackle Kevin Williams, who played at Oklahoma State, immediately accepted the OU product.

"Nah, that's behind us,” Williams said of having a Bedlam partner. "When we play against each other at practice, I give him a hard time. But he's a Viking now. He's doing great and pretty much doing what everybody expected, but he's still got a long ways to go.”

Peterson appears to be the same all-business kid who rushed for 4,045 career yards in three seasons with the Sooners.

He excels at one thing at a time. He's not much into multi-tasking.

When Peterson is playing football, it's all about football. When he's lifting weights, it's all lifting. And when he's signing autographs and making commercials, it's all about that task as well.

"I don't know if I've worked with a more focused individual,” Henkel said. "Adrian really limits things. He's not one of these guys that every free moment he gets, he's not going to be kissing babies and signing autographs, which is great for me because I can protect his value, make it so his endorsement means something. When Adrian makes a public appearance, he stands in line for hours. He channels in energy. He picks and chooses his projects.”

The way Henkel sees it, less is more.

"Unfortunately, I've worked with players through the years who were probably more concerned with marketing than the on-the-field product,” Henkel said. "Those guys find out the hard way what happens when you put the cart before the horse. The great players always make sure their on-field performance takes precedence.”

Peterson's more prominent endorsements are with Nike, EA Sports, CytoSport Inc. and Qwest Communications. "And we're aggressively pursuing the automotive industry,” Henkel said.

Merchandise stores in Minneapolis scramble to keep the No. 28 in stock with Peterson's jersey outselling fellow Vikings players roughly 4 to 1.

A Reebok official said exact sales figures will become available later this week.

"Public response has been very positive on No. 28, not just from the standpoint of younger fans but also from the adult fans,” said Steve LaCroix, vice president of sales and marketing for the Vikings.

LaCroix said Peterson also has had some involvement with Special Olympics and the team's youth fitness initiatives.

The autograph demands on Peterson, as you'd imagine, is off the charts.

"Who's not having dinner? That guy,” offensive lineman Ryan Cook told the Minneapolis Star Tribune after watching Peterson sign autographs for nearly 45 minutes following the end of his first afternoon practice.

It's easy for a rookie to be overwhelmed off the field. Though Peterson in his first year of playing for pay, he's well ahead of the curve.

"He's not like a lot of rookies. He's been in the limelight for years and years. He's been at this awhile,” Henkel said. "Exposure-wise, he has a pretty good understanding of things, so he brings a lot to the table in that respect.”

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