BrandDunk

Branding the World of Sports

Posts Tagged ‘Jordan Brand’

Adidas making another push in NBA

Posted by ZA on October 15, 2009

Adidas trails way behind Nike when it comes to basketball.  Nike has more prominent NBA stars endorsing their product (e.g.- Lebron James, Kobe Bryant, Kevin Durant) than Adidas, which has translated into much larger market share for Nike.  Nike has had so much success in the NBA that it even has it’s owned themed basketball shoes, the Jordan Brand.

But Adidas is content to concede the category to Nike and has launched a new campaign to promote the 3 stripes.  The new Adidas campaign is “celebrating basketball as a brotherhood” and features Adidas’ most prominent NBA endorsement stars; Dwight Howard, Tim Duncan, Kevin Garnett and Derrick Rose.  Adidas hopes that putting all of their big names together in these segments will outshine any individual endorser that Nike has.  This campaign is an extension of their 2007 “Basketball is a brotherhood” theme.

adidas_logo

Top NBA stars that endorse Adidas:
Gilbert Arenas
Chauncey Billups
Tim Duncan
Kevin Garnett
Tracy McGrady
Derrick Rose
Josh Smith

Top NBA endorsers for Nike:
Ray Allen (Jordan Brand)
Carmelo Anthony (Jordan Brand)
Kobe Bryant
Kevin Durant
Blake Griffin (rookie)
Richard Hamilton (Jordan Brand)
Lebron James
Joe Johnson (Jordan Brand)
Chris Paul (Jordan Brand)
Dwayne Wade (Jordan Brand)

Top NBA endorsers for Reebok:

Baron Davis
Allen Iverson
Al Jefferson
Yao Ming

Top NBA endorsers for Converse:
Kirk Hinrich
Elton Brand

Posted in Adidas, Apparel & Shoes, NBA, Nike | Tagged: , , , , , , , , | 4 Comments »

Nike has every team in the 2009 Final Four

Posted by ZA on March 31, 2009

By the end of the week you will know every fact about every player on the four teams that are playing in the 2009 NCAA Final Four.  If you do not read them in your local newspaper or online, then you will hear about them on SportsCenter or from CBS during their broadcast.

But let’s examine one area of these programs that might not get covered by Dick Vitale on ESPNews.  Where is the money behind each program.  What are the partners that are generating the revenue needed to drive these powerful programs?  Let’s look at the brands supporting the teams in the Final 4.

We will reveal 4 key ingredients in each team’s sports brand:
1. Who handles their marketing & media rights.
2. Which company has their shoe contract.
3. Where they rank on list of college licensing (CLC 2008-2009 data).
4. Their team & athletic department sponsors.

Connecticut Huskies

  • Marketing partner: IMG College
  • Shoe contract: Nike
  • Licensing rank: 53rd
  • Sponsors: AT&T, Coca-Cola, Dunkin Donuts, Nike, People’s United Bank & Toyota.

Michigan State Spartans

  • Marketing partner: N/A
  • Shoe contract: Nike
  • Licensing rank: Did not rank top 75.
  • Sponsors: Alltel, Nike & Pontiac

North Carolina Tar Heels

  • Marketing partner: Learfield Sports
  • Shoe contract: Jordan Brand by Nike
  • Licensing rank: 8th
  • Sponsors: Capital Style, Continental Tire, Domino’s, Eye Care Associates, Jordan Brand, United Healthcare & Verizon Wireless, Wachovia.

Villanova Wildcats

  • Marketing partner: ISP Sports
  • Shoe contract: Nike
  • Licensing rank: 71st
  • Sponsors: Anthony Travel & Nike
Nike's big at the 2009 Final 4

Nike's big at the 2009 Final 4

One brand that has already won big at the Final Four is Nike, because they have endorsement deals with all four schools that qualified.  UConn, Michigan State and Villanova are Nike schools, while UNC is with Nike’s Jordan Brand.  Last year Nike only had two schools in the Final Four (Memphis & North Carolina), while rival Adidas had the UCLA Bruins and eventual National Champion Kansas Jayhawks.  This year Nike won’t be sharing the spotlight with anyone, so expect to see them roll out some support behind their four schools.

So as you watch the games this weekend, remember that these sponsors helped to fun the programs.  Sponsorship dollars are huge towards creating a successful program.

Posted in Nike | Tagged: , , , , , , , , , | Leave a Comment »