Marketing potential

Given his chance, Lin seized the NBA spotlight with both hands, and has inspired the Knicks with a string of stunning performances.

A fan of New York Knicks guard Jeremy Lin holds a sign during the warm-up before the Knicks NBA basketball game against the Toronto Raptors in Toronto, Feb 14, 2012. [Photo/Agencies]

"You have to have luck in life ... he had an opportunity and took advantage of it," said D'Antoni. "There are a lot of NBA players who don't make it. Sometimes you get lucky.

"It's a great story, so enjoy it, hopefully it will last."

As the first ripples of "Linsanity" hit Asia, marketing men have rubbed their hands with glee as they contemplate a candidate to fill the very large shoes left by last year's retirement of Yao Ming.

But nowhere has the fascination been greater than New York, where Lin's No 17 jersey is the NBA's top seller and shares of Madison Square Garden Co, owner of the Knicks, have shot to record highs.

Some experts say Lin has the potential to be a bigger marketing force than any current athlete, provided 'Linsanity' does not prove to be a passing fad.

"He is Tiger Woods before the scandal, I think he has everything going for him," Ronn Torossian, chief executive of 5W Public Relations, told Reuters. "If he can continue to deliver on the court his possibilities off the court are limitless.

"I don't think he needs to put up MVP numbers but I do think when you look at marketing greatness over the last few years, whether it is David Beckham, Michael Jordan or Tiger Woods, let's not forget they were all winners.

"Before anything else he has to be a winner. If he is, I can't tell you if we have ever seen anything like this."

New York Knicks guard Jeremy Lin (C) is fouled by Toronto Raptors forward James Johnson (L) as Jose Calderon looks on during the first half of their NBA basketball game in Toronto, Feb 14, 2012. [Photo/Agencies]