It's not easy for athletes to avoid labels in this town. Once an impression has been made, good or bad, it can be as difficult to shed as a childhood nickname.

While Derrick Rose became "MVP" last season, Carlos Boozer's brand was less flattering.

If the Bulls forward can't shake it this year, he might never.

"At the end of the day, some people take criticism the wrong way," Boozer said after a workout Wednesday at the Berto Center. "I take it as motivation. Criticism motivates you. That's how I've been my entire career. I'm very motivated, to say the least."