FROM THE FRONTLINES :: BUSINESS CASUAL

Pro Athletes Rally For Players Club Magazine
Amy Novak

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Last night we attended the launch party for Player’s Club magazine, a shiny new lifestyle magazine published by DoubleDown Media and founded by former NY Met Lenny Dykstra. And where better to launch a glitzy new glossy than at the heart of glitz, the Mandarin Oriental Hotel? Dykstra describes the magazine as being written by professional athletes, for professional athletes. It’s basically a resource on nutrition, finances and lifestyle. The goal is to teach athletes how to invest their fortunes and protect their assets (Um, don't spend your millions of dollars all in one place?). He basically started the magazine because, “You can’t play professional sports forever. You either have to grow up or die, so I grew up.”

And of course everything is easier with a little help from your friends, especially when you hang out with people like hockey legend Wayne Gretzky, first-issue cover boy Derek Jeter (who had to skip the party to help the Yankees beat the Blue Jays) and John McEnroe (although his permanently elevated level of anger might not make him a friend we wished we had). Chef Marco Canora’s food was beyond amazing and we loved hip-hop violinist Miri Ben-Ari, whose performance was an unexpected treat given the crowd. We feared that if the music was left up to the athletes, it might mean a full night of stadium hits like “Who Let the Dogs Out” and “Cotton Eyed Joe.”

We love love love new print magazine launches; they fill our hearts with hope and childlike wonder. But successful ones are rarer than a steak still on the cow. And launches by famous people who have a lot of money and little to lose don’t sit well in our stomachs (kinda like that rare steak). Despite our natural disgust for those who won’t have to eat beans out of a can if the magazine fails, we have to say that we got a really sincere vibe from Dykstra and his supporters. And who knows, maybe Players Club will have the editorial quality to beat out other luxury custom publishing flops like Trump Magazine? Here’s to believing that not all pro athletes are meatheads.

 


  
Lenny Dykstra


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