Let’s talk business. Regardless of the Final Four outcome (my heart goes for the Cavs as repeat champs but my mind says it’s the Warriors), there’s one sure winner in the NBA.
Founded 53 years ago by Phil Knight and Bill Bowerman, the company was originally named “Blue Ribbon Sports” until it was changed to “Nike” in 1971. It is the No. 1 most valuable sports brand on Earth and, last year, it grossed a colossal $32.4 billion. It’s logo — the swoosh, patterned after the wing of Nike, the goddess of victory — is the world’s most iconic, defeating Coca-Cola, Apple and McDonald’s. Chances are, when you look down at your feet or you open your closet or you attend a game of volleyball or football, a pair of shoes designed with a “check mark” is being worn.
With the NBA, the undisputed winner is Nike. Because while Steph Curry wears Under Armour, James Harden dons Adidas, Rajon Rondo and Klay Thompson wear the lesser-known brand Anta (from China), all the other superstars wear Nike.
KD, ‘Bron, Kyrie, Isiah “King of the Fourth” Thomas, Kevin Love, soon-to-be-announced MVP Russell Westbrook, Paul George, Blake Griffin, CP3 (Chris Paul), and Jimmy Butler all wear Nike or Nike/Jordan-branded footwear. Even three names (John Wall, Draymond Green, and J.R. Smith) who don’t have shoe endorsements wear the same Oregon-based brand.
In the Forbes article, “Nike Will Come Out On Top After The NBA Finals, Regardless Of Who Wins” by Daniel Kleinman published last May 17, the winning moves of Nike were explained.
Why, you ask, does Nike pay Durant an incredible $300 million for 10 years? It’s because of all those KD-labeled high-cuts that Nike will be selling in a decade. (Also, because of the fear of losing out to Under Armour, who was ready to $265M.) It’s also about the millions of eyeballs from Beijing to Bacolod to Berlin to Bangkok who’ll be watching the Warriors as Durant shoots a 3-pointer while wearing Nike.
The largest Nike deal of any kind appropriately belongs to LeBron James. In 2015, Nike awarded him with a sponsorship for life, the first time ever that they’ve agreed to such a lifelong deal. The cost: P25 billion. In dollars, that’s $500M that they’re paying LeBron, for him to never wear the Three Stripes or UA.
Expensive? Who says the best player is cheap? As the cliche goes, “You get what you play for.” And look at the dividends — I can imagine the thousands and thousands of $200 LeBron James 14 shoes that will sell this month.
So here’s the conclusion: Warriors or Cavs, Durant or James, the company named after the goodess of victory will claim victory.