Grizzlies G Ja Morant's brand “now transcends Memphis,” and it “could be worth millions upon millions of dollars to Morant, to the team, and to the city,” according to Mark Giannotto of the Memphis COMMERCIAL APPEAL. The potential ramifications “might be unlike anything Memphis has experienced since Elvis Presley.” During the week of Jan. 9-15, Google user search for Morant’s name “reached its peak popularity” for the past 12 months, “jolting from 38% the week before to 100%.” Morant “had soared to second” among Western Conference guards in NBA All-Star voting. Morant already “had a growing portfolio” as a pitchman for corporate America, with "high-profile agreements" with companies like Nike, Bodyarmor and Hyperice, among others. He “starred in his first Nike ad campaign” this season, and “put a spotlight on Memphis" in the actual commercial. City records show he also “filmed a Bodyarmor commercial” in Memphis in December. Those opportunities are “likely to expand” for Morant. According to Navigate’s Senior VP/Analytics and Innovation Matt Balvanz, his search traffic online “is similar” to what Lakers’ F LeBron James “produced in his third season.” Balvanz: “The next few seasons could really dictate where this goes for him. The important thing is it has to be sustained for the corporate side to trust it and for the team value to settle in, to get the attendance, to get those season ticket renewals, to get the national audiences for NBA games. It builds and builds and builds" (Memphis COMMERCIAL APPEAL, 1/21).