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I recall as a kid, being naturally good at academic subjects and naturally hesitant in sports didn't exactly make me popular :P But in truth, I think the eczema and the fact that I propogated an image of myself as 'quirky' did for me more.
What that article doesn't really take account of is the attraction and power of the various sub sets of the school population. It isn't just as simple as jocks (popular) and nerds (unpopular). In my experience the 'outsiders' are quite likely to form their own groups and within those groups different rules on 'popularity' are forged. I can recall a few very clever, somewhat nerdy, but still popular kids at school. Not just popular with the rest of the 'nerds' but also with cross over appeal for the rest.
I was deeply unpopular for a large chunk of my schoollife, but I gained a degree of popularity and reputation by the final year and a half. Enjoying work and being good at academic pursuits ceased to be a problem once I learned to be slightly outrageous in my rebellions and able to make my companions laugh. Oh and to 'not give a fuck'. Being clever, able and enthusiastic can draw negative attention at school, likewise being less able and enthusiastic about sports; but they're rarely, i think, the only or even central components of what makes someone unpopular or a target for bullying.
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