Lynch gives Raiders feel-good story
Running back comes out of retirement to play for hometown team, thrills fans
NFL
One of Marshawn Lynch’s cousins worked the front door last week at Beast Mode, the downtown apparel and merchandising store that is undoubtedly a nerve center that captures the buzz about the connection between the Oakland Raiders running back and his hometown.
The man, in his 50s, would only identify himself as Avery, although another of Lynch’s relatives maintains he is better known as “Peanut.”
“You’d better be glad he didn’t knock you out,” says Rolanda, who worked the cash register.
Oh. It seems that “Peanut” also handles personal security for Lynch.
In any event, as Lynch handled his business at the Raiders minicamp, there were no security issues on this visit. Just a steady stream of customers, many of whom were greeted at the door by Avery.
He chatted up two more women who popped in after spending the bulk of the day at the Cannabis Business Summit and Expo nearby at Oakland Convention Center.
Another out-of-town patron stopped after spotting the store while driving down Broadway. Another shopped while in town for the NBA Finals. And several locals mingled in the mix, too. The store, which opened in February (with another store in Seattle), features an array of licensed merchandise from the line that plays off his nickname.
In a back corner, there’s a setup for a mini-barbershop. A woman is cutting a boy’s hair, while another kid sits and waits his turn. This is one of the perks that Lynch provides for his community: free haircuts for kids who bring in their report cards.
“This is where his heart is,” Avery said. “Marshawn is all about education and uplifting our kids. Especially those in Oakland.”
Even when Lynch, 31, played for the Seattle Seahawks and Buffalo Bills during the first 10 years of his NFL career, he never really left Oakland. As much as Lynch’s reputation includes his distant relationship with the news media, it is also bolstered by his dedicated community service in his hometown. He’d come home on a day off before Thanksgiving and pass out turkeys. Stage summer camps. Fund educational initiatives.
That’s why Lynch’s decision to come out of his one-year retirement to play for the Raiders — he insists he made up his mind when the franchise’s pending move to Las Vegas was finalized in March — has deep substance.
When Avery was asked to identify people who had tremendous influence on Lynch over the years, he gave a one-word response: “Oakland.”
That’s the city, the big-city challenges, such as poverty, educational disadvantages, crime, drugs and so many factors that can derail the type of young people that Lynch used to be. He’s a hero in his hometown now, in part, because he won’t turn his back on it.
“It’s almost a cultlike status that he has,” Raiders owner Mark Davis told USA TODAY Sports. “It’s like the pope.”
Last month, Lynch, who played his college ball at CalBerkeley, tweeted an invite for any and all to join him at his annual ride-along bike ride. The next day, hundreds showed up at his high school, Oakland Tech, for the ride to and from Berkeley, escorted by five police cars. It was just one of many examples of Lynch’s appeal.
Then again, it’s Lynch being authentic Lynch.
Lynch would not grant an interview last week but told reporters during a rare news conference at Raiders headquarters this month, “Yeah, I got the whole town riding with me. The way we feel just about where we’re from is so hard because we know what the struggle is.”
He added, “It ain’t like I’m saying, ‘I’m coming to y’all’s city and I’m riding with y’all.’ This is actually like born and raised and bred ... and running down them alley ways. I really did that right here, and now I get a chance to play here.”
What a deal for the Raiders, who have drawn heat from some fans for their move to Las Vegas in 2020.
He is the perfect ambassador to combat some of the controversy, a smart public relations and football move by Raiders general manager Reggie McKenzie.
“He could’ve done a lot of PR stuff early on to help this team win a couple more games but not build for the long term, but he never did,” said Davis, whose team is coming off a 12-4 record and the end of a 13-year streak of losing seasons.
At minicamp last week, Lynch moved well in non-contact drills. If he stays healthy, he’ll add an important layer — power rushing behind one of the NFL’s best and most physical offensive lines — for a unit that is built around emerging quarterback Derek Carr and was among the most productive in the league last season. Add Lynch, tight end Jared Cook and receiver Cordarrelle Patterson to the returning players, and the potential versatility of the offense is striking.
Still, when it comes to Lynch, his impact goes beyond football.
“I know his mom better than I know him,” Davis said.
It’s a Bay Area thing. Davis said he crossed paths with DeLisa Lynch at boxing matches that featured Andre Ward, the world champion who hails from the Bay Area.
Davis added that the hit on season ticket sales since the franchise announced its move to Las Vegas has been marginal, with those giving up their seats quickly replaced by others on a waiting list.
“If we weren’t sold out, we would be because of Marshawn’s family,” Davis says.
To play off one of Lynch’s signature phrases, it’s surely about that hometown action, boss.