Being a real life troll doesn't qualify as "marketing genius" in my book. He's definitely marketing, but he's also horrible at PR. If he was doing both at a high level, then I think it would be genius. Idk anybody that would ever buy his products. He's banking on his kids being superstars, for his products to sell in the future, and it's not likely for that to happen.
He's basically just being a real life troll, and saying "see, everyone's talking about me." This guy got his PR outline from Donald Trump.
Maybe he'll be the next president?
I don't think he'll ever sell a thing, because I don't think his kids will be superstars. So no one will ever feel compelled to buy their brand. The only chance for him to make money, is to be his kids' agent, and maybe get other athletes as well.