Jesus Shuttlesworth

"He got game" was filmed with Denzel Washington and Ray Allen in 1998. The movie was about Jesus Shuttles worth, the most sought after high school basketball player in the nation. Ray Allen, plays Jesus Shuttlesworth. The movie was naturally a success. Ticket ratings skyrocket and the film made quite a lot of money.
As we all know, Ray Allen is part of the dynamic trio of the Boston Celtics along with Kevin Garnet and Paul Pierce. As of recently, Celtics merchandising has started producing Ray Allen jersey's with the name Shuttlesworth on the back. These jerseys have been selling like hot cakes.
Here's the thing. Ray Allen is a throw back player, yet pivitol to the NBA. The whole Shuttlesworth jersey is hip and cool because not many people get it.
It is a movement in a way, because Spike Lee directed the film. It's kind of like a niche trend. It's a cult classic Celtic fan, you are probably going to buy that jersey. People who are really invested in the team are going to buy into that type of cult thing.
Why weren't these Jersey's created earlier? The film was popular since it was released. Could it be that the Celtics are using this as a money making scheme? Certainly appears so. Should Cleveland start selling Shaq Jersey's that say "Kazaam"?
Sure the hardcore fans will take interest in this, yet many fans will only be confused with the stunt. I dont agree with merchandising strategies that look for anyway possible to make money. And what does Ray Allen feel about this. Could this have a negative affect on his image? Only time will tell.