The league-wide attention that Kings rookie point guard Jason Williams is attracting has extended off the floor in what formerly was an extremely lucrative sneaker and athletic apparel world.

"The level of interest with multiple companies has been extremely high," Bill Pollak, Williams' agent, said Wednesday night before the Kings' 97-93 overtime loss to the Portland Trail Blazers at Arco Arena. "And that's in a market that has decided to decisively scale back. But players like Jason Williams do not come along every day. I'm enjoying watching him play."

Apparently, so are a lot of other people, considerably more than many of the sneaker companies anticipated.

Virtually every game, Williams has become a veritable one-man highlight package, playing directly into Pollak's strategy.

Pollak said Williams could have signed a deal with a couple of companies before the season began.

"I thanked those companies for their interest," said Pollak. "But I thought at that time the best thing to do was let Jason play.

"In most situations, companies want to pay rookies on the exposure they've had in college and on the market into which they have been drafted."

Now when Pollak speaks to companies, it's with a different posture.

"I talk to them about players in the league who generate interest," Pollak said. "If you're watching a game in which Jason is involved, your attention goes toward him because you don't know when it's going to happen, but you're sure that he is going to do something.

"He doesn't even know when it is going to be because he is the creator, but you know that you don't want to miss it. And the exciting thing is that he is 6-foot-1 and he can dribble and pass. Those are two skills that everyone can emulate. Most of us can't dunk like some of the other players, but we can all at least try to dribble and pass."

Pollak said Williams could sign a sneaker deal soon.

It just depends on if the time and situation is right," Pollak said.

NBC and ESPN in the house -- Peter Vecsey of NBC and David Aldridge of ESPN are in town to do features on Williams and the team. NBC also has scheduled a half-hour "Up and Coming" feature highlighting the Kings.