Anyone who knows Victor Oladipo understands that he has his own language, his own way to communicate. Sometimes it’s spoken, sometimes it’s best sang, and other times it’s gestured or signed. Oladipo learned American Sign Language because his older sister is deaf.
Indiana University basketball fans will remember No. 4 in Bloomington putting his nose between his index and middle fingers after a big play on the court. It means “know me”, or “know us” — and was a way for him to stay motivated.
If you’ve heard Oladipo speak this season, you know his word of choice has become feathery.
When returning to the court after missing four games due to a sore right knee, he was asked how he felt. “Feathery,” he replied. “Definitely feathery. No way around it.”
And practice, how did that go?
“Practice was feathery. It was great.”
When asked about having teammate Glenn Robinson III back out on the court as he rehabs ankle surgery, Oladipo said “It was definitely feathery to see him out there playing.”
So what exactly is feathery?
“Feathery is a way of life. It’s a lifestyle,” Oladipo explained. “It’s better than better, it’s better than great, but it’s not heavenly. It’s right under that, it’s feathery. The great thing about feathery — it’s whatever you want it to be. Any and everybody can relate to it. It’s not for only me, it’s for you, too. Hopefully you guys can use it all over. Stay feathery.”
The origin of feathery goes back to his AAU days with Team Takeover. Jerian Grant, now a guard for the Chicago Bulls, is one of his good friends and a former AAU teammate. Together, the group started using feathery.
“It came from the District of Columbia Area. The D.C. Area. Me and my boys growing up. Stay the course is another phrase we use as well. We just try to stay the course and stay feathery. Just try to spread the positive vibe and positive movements around the world.
“We’re trying to make it a worldwide thing.”
There’s more to the word than simply using it in everyday conversation. Oladipo trademarked “Feathery” last spring, two weeks after his season ended with the Oklahoma City Thunder, according to the United States Patent and Trademark Office. Oladipo and two sources close to him confirmed to VigilantSports.com that he is the owner of the trademark.
It is owned under The Feathery Life LLC.
Oladipo at his introductory press conference. [Frank McGrath/PS&E]
It was no coincidence that on the day Oladipo was introduced to media and fans as a member of the Pacers — acquired via trade along with Domantas Sabonis for Paul George — he wore a fresh, white hat with FEATHERY on the front.
The word extends into the music world, too. When he released his single, “Song For You,” followed by an EP, it was published by “Feathery Music Group Inc.”
His YouTube channel is aptly named “Feathery Music.”
Oladipo has obviously been thinking big when it comes to his brand, but it begins with his play on the court. Now in his fifth NBA season, the 25-year-old guard has taken his game to another level and is the favorite for the NBA’s Most Improved Player Award. He’s averaging 24.2 points 5.2 rebounds per game — and shooting 48.4 percent from the field. All are career highs.
Off the court, he’s never been more in demand. Tuesday night, he’ll be named an All-Star for the first time. He’s likable, charismatic, and has an incredible voice. And he never stops singing, no matter if he’s in the locker room, team plane, or just walking through the hotel.
Oladipo’s brand has blown up and his marketing team is receiving plenty of outreach from companies wanting to talk about endorsement deals. Victor, though, wants to be selective and do it right. He wants a quality partnership that is mutually beneficial.
Oladipo says he plans to have feathery merchandise for sale “soon.” It’s definitely in the works.
“I definitely have a bigger plan,” he told VigilantSports.com. “We got a lot of stuff coming, like apparel. I’m just looking forward to getting it out there and spreading it. It’s something that everybody can relate to and who doesn’t want to be Feathery? It’s going to be fun.
“I’m Mr. Feathery. Coming to a store near you!”
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