Andrew Luck has a book club. Wait--what?

"So when I read, I feel it tingle up in here."

For those of you not the slightest bit athletically inclined or aware of professional sports, Andrew Luck is a superstar NFL quarterback who plays for the Indianapolis Colts. He's like Peyton Manning without the Papa John's endorsements and noodly throwing arm or Tom Brady without the Brazilian supermodel wife and illicit air pump equipment. Andrew Luck is that good.

This makes it all the more surprising that Andrew Luck has started a book club. Athletes read? you might ask--and I know, I'm as startled as you by this revelation. But starting this month, Luck will introduce two books--one for "Rookies" (books for kids and teens) and one for "Veterans" (or, as he describes, "more seasoned readers")--as part of an online book club. During the NFL season he plans to have guest athletes hold down the fort with their suggestions while he plays until the Super Bowl has come and gone.

If you're wondering what the gimmick is, well, it seems to be a ploy to read. That's the gimmick. Otherwise, there isn't one. No cross-promotion, no alliance with BIG BOOKSTORE, no advertisements, nothing. If this book club became any more innocent there'd be a recommendation for the Poky Little Puppy. (Get on it, Luck.) He seemingly just wants people to read.

Listen, Andrew. Peyton Manning didn't build his brand on a silly thing like books. Those can be had free at a library! FREE! Manning built his brand on Papa John's, Mastercard, Buick, Gatorade, Reebok, Sprint, Nationwide, ESPN, DirectTV, and little Sally's lemonade stand down the street. At no point was there a free communal shoutout to some favorite John Grisham thriller.