Joel Embiid is giving "The Process" a whole new meaning.
The 76ers' rookie is attempting to trademark the name as part of a larger marketing strategy to sell pre-bottled Shirley Temples and other products, according to two applications filed with the United States Patent and Trademark Office.
According to the application, filed through Embiid's agency CAA Sports, the name could be applied to several different lines of merchandise, including apparel, rubber bracelets, flip flops, children's books, and "Non-alcoholic beverages, namely, pre-bottled Shirley Temple drinks."
"The Process" refers to former Sixers General Manager Sam Hinkie's rebuilding strategy, in which the team intentionally lost games to accumulate high draft picks, and ultimately stockpile amateur talent. To skeptics, Hinkie's rallying cry was: "Trust the Process."
Embiid, the crown jewel of Hinkie's strategy, is embarking on his first NBA season after sitting out two seasons with nagging foot injuries. During his rehabilitation, critics remarked on Embiid's lack of dietary discipline, including a propensity to drink copious amounts of Shirley Temples.
In a Vice Sports report in June, Embiid said "I drink Shirley Temples by the pitcher. I usually drink three or four pitchers per day."