Roy, as in Rookie of the Year

PORTLAND, ORE. —  By a stroke of marketing luck, Brandon Roy’s last name is an acronym for Rookie of the Year.

While Roy makes a case for himself on the court as the league’s top rookie, the Trail Blazers are taking full advantage of his last name to campaign off the court.

“I’m enjoying the success I’m having. I’m having a good time,” Roy said. “But it all starts with hard work. I worked really hard in the gym to get better on the court and rewards come with it. I’m going to continue to work hard and work with my teammates, be a team guy, and I hope good things keep coming to me.”

This week, the 6-foot-6 guard was leading all rookies with averages of 16.3 points and four assists. He also was averaging 4.4 rebounds and had scored in double digits in 41 of 49 games and had four double-doubles.

It has been a whirlwind season for the 21-year-old. Roy made his rookie debut, only to go down shortly thereafter with a heel injury that kept him out for 20 games. He bounced back, became a starter and made the rookie team at the All-Star game.

Since the trip to Vegas, Roy had been eagerly awaiting the birth of his first child, Brandon Jr., who was born earlier this week.

In the midst of it all, the Trail Blazers have been aggressively marketing “Roy Wonder.” T-shirts are emblazoned with the words “My Roy for R.O.Y.” The kickoff for the campaign appropriately was held in Roy, Ore.

Last year’s Pac-10 Player of the Year as a senior at Washington, Roy was acquired in a draft-day trade. The Minnesota Timberwolves selected him sixth overall, and the Blazers swapped him for the draft rights to Randy Foye, the seventh pick.

Others being mentioned as candidates are Rudy Gay of Memphis, Toronto’s Andrea Bargnani and Charlotte’s Adam Morrison.