SI Vault
Dan Jenkins
October 17, 1966
Jet Quarterback Joe Namath has closed the sports celebrity gap in New York with amiable enthusiasm, flushing foxes in the hip saloons and treading llama in his plush penthouse pad
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October 17, 1966

The Sweet Life Of Swinging Joe

Jet Quarterback Joe Namath has closed the sports celebrity gap in New York with amiable enthusiasm, flushing foxes in the hip saloons and treading llama in his plush penthouse pad

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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 (see cover) at play. Relaxing, Nighttiming. The boss mover studying the defensive tendencies of New York's off-duty secretaries, stewardesses, dancers, nurses, 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, energetic 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 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 even be wearing 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.

He happened first when he was a sophomore passing whiz who made Alabama Coach Bear Bryant change his offense. He happened again as a junior when he proved to be such an away-from-the-field mover that Bryant had to kick him off the team for drinking and carousing before the last two games of the season. He happened again when he returned to take Alabama to the 1964 national championship on a gimpy leg. Then Sonny Werblin, the owner of the New York Jets, made him really happen when he gave him that $400,000 contract on the second day of 1965. No football player in history had ever been worth half that much. But this wasn't all. He quickly had to undergo an operation on his knee to have a torn cartilage removed and a loose ligament tied. And, thanks to those splendid satirists, Robert Benton and David Newman, the hip line in New York became, "Sorry I can't make your party, Sybil, but I'm going to the tapping of Joe Namath's knee."

He was already a celebrity then, but his image grew throughout 1965 when a certain amount of suspense built as to whether he would be drafted, or whether his knee would allow him to play any football at all for Werblin's $400,000. During it all, the wisecracks flowed like cocktails.

"I'd rather go to Vietnam than get married," he said as the draft board in his home town of Beaver Falls, Pa. requested that he appear for his physical.

Then after he flunked it and a lot of superpatriots bristled, as they did at Cassius Clay's attitude, Joe said with brutal honesty, "How can I win, man? If I say I'm glad, I'm a traitor, and if I say I'm sorry, I'm a fool."

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