The guy is a wannabe suitcase pimp, but fails miserably in that role....Footlocker Pimp is as close as he gets.

Really, he is using the Tom Arnold-via-Roseanne Formula for making it big...attach yourself to a woman with more mojo (could be looks, brains, money etc) than you, insinuate yourself into everything you can associated with her and her business, then when enough suckers have bought into the illusion that you are somebody, you strike out on your own.