Watch: James Harden's beard stars in commercial

James Harden was named NBA's Sixth Man of the Year this past season but he may get more attention for his trademark beard than his basketball skills. It has inspired a Twitter account, a Facebook page and countless copycats.

Now it has a starring role - opposite teammate Russell Westbrook - in a new Foot Locker commercial. It was only a matter of time.

Last year Harden said that he started growing his beard in college (after "getting a little peach fuzz" as a freshman) and hopes to be regarded as one of the beard godfathers.