Mitchell Modell stood in the corner of his flagship store in Times Square with his flip phone pressed to his ear, trying to find out when the truck with his new merchandise was showing up.
Ten minutes later, boxes of gear arrived, marked “Lin #17” in black Sharpie.
Two store employees, armed with X-Acto knives, sliced through the taped cardboard as 25 or so fans looked on, waiting for the blue and orange shirts and jerseys to be placed on the rack.
Moments later, customers were rifling through, trying to find the right sizes, as TV crews filmed the frenzy.
Sometime, in the very near future, there will be a company that might take a big bet on Jeremy Lin.
Until then, Mitchell Modell has more riding on the 23-year-old Harvard graduate turned Knicks point guard, than anyone else in the country, save for Knicks owner James Dolan.