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The Sweet Life of Swinging Joe

Joe Namath slips comfortably into his new role as New York celebrity and football's first megabuck superstar

Posted: Tuesday September 11, 2007 3:14PM; Updated: Tuesday September 11, 2007 4:32PM
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Joe Namath
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By Dan Jenkins

This story was originally published in the Oct. 17, 1966 issue of Sports Illustrated

Stoop-shouldered and sinisterly handsome, he slouches against the wall of the saloon, a filter cigarette in his teeth, collar open, perfectly happy and self-assured, gazing through the uneven darkness to sort out the winners from the losers. As the girls come by wearing their miniskirts, net stockings, big false eyelashes, long pressed hair and soulless expressions, he grins approvingly and says, "Hey, hold it, man -- foxes." It is Joe Willie Namath at play. Relaxing. Nighttiming. The boss mover studying the defensive tendencies of New York's off-duty secretaries, stewardesses, dancers, nurses, Playboy bunnies, actresses, shopgirls -- all of the people who make life stimulating for a bachelor who can throw one of the best passes in pro football. He poses a question for us all: Would you rather be young, single, rich, famous, talented and happy -- or president?

Joe Willie Namath is not to be fully understood by most of us, of course. We are ancient, being over 23, and perhaps a bit arthritic, seeing as how we can't do the Duck. We aren't comfortably tuned in to the Mamas and the Uncles -- or whatever their names are. We have cuffs on our trousers and, freakiest of all, we have pockets we can get our hands into. But Joe is not pleading to be understood. He is youth, success, the clothes, the car, the penthouse, the big town, the girls, the autographs and the games on Sundays. He simply is, man. The best we can do is catch a slight glimpse of him as he speeds by us in this life and hope that he will in some way help prepare us for the day when we elect public officials who wear beanies and have term themes to write.

Right now, this moment, whatever Joe means to himself behind his wisecracks, his dark, rugged good looks and his flashy tailoring, he is mostly one thing -- a big celebrity in a celebrity-conscious town. This adds up to a lot of things, some desirable, some not. It means a stack of autographs everywhere he goes ("Hey, Joe, for a friend of mine who's a priest, a little somethin' on the napkin, huh?"), a lot of TV and radio stuff, a lot of photography stills for ads and news, and continual interviews with the press. Such things he handles with beautiful nonchalance, friendliness -- and lip.

Then comes the good part. It means he gets to sit at one of those key tables in Toots Shor's -- 1 and 1A, the joke goes -- the ones just beyond the partition from the big circular bar where everyone from Des Moines can watch him eat his prime rib. It means that when he hits P.J. Clarke's, the maitre d' in the crowded back room, Frankie Ribando, will always find a place for him, while, out front, waiter Tommy Joyce, one of New York's best celebrity spotters, will tell everyone, "Joe's inside." It means he can crawl into the Pussy Cat during the late hours when the Copa girls and the bunnies are there having their after-work snacks, even though the line at the door may stretch from Second Avenue to the Triborough Bridge. It means he can get in just as easily at two of his other predawn haunts, Mister Laffs and Dudes 'n Dolls, places long ago ruled impenetrable by earth people or nonmembers of the Youth Cult.

Easing into the clubs and restaurants that he frequents, Joe Willie handles his role well. "Don't overdo it, man," he says. "I can hang around till 3 or 4 a.m. and still grab my seven or eight." He sits, he eats, he sips, he smokes, he talks, he looks, and maybe he scares up a female companion and maybe he doesn't. "I don't like to date so much as I just like to kind of, you know, run into somethin', man," he says.

Namath is unlike all of the super sports celebrities who came before him in New York -- Babe Ruth, Joe DiMaggio and Sugar Ray Robinson, to name three of the more obvious. They were grown men when they achieved the status he now enjoys. Might've even worn hats. They were less hip to their times and more or less aloof from the crowd. Joe thrusts himself into the middle of it. Their fame came more slowly -- with the years of earning it. Joe Willie Namath was a happening.

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