Yankees SS Derek Jeter has become the first MLB player
to endorse Nike's Jordan Brand, and he wore a special,
cleated version of the Air Jordan XIV, as well as branded
wristbands and gloves, during the Yankees' home opener on
Friday. Jeter and other Jordan Brand endorsers will drive
the marketing for a new concept called "Trunning," a hybrid
product of running and training to enhance athletic
performance (Nike). In N.Y., William Rhoden wrote that
Jordan attended Friday's game and "sees a mirror image" of
himself in Jeter -- a "player with a sense of fashion, style
and a folk-hero appeal that goes beyond the sports arena."
Jordan, on Jeter: "He's legit. He's versatile; you see him
on the cover of GQ, then the next week he's on the cover of
[SI]. ... He's in a major market with a lot of pressure, but
he handles the pressure. ... We want there to be a mystique
connected to being part of the Jordan Brand. Not something
everybody will be involved with. ... We want to expand from
basketball" (William Rhoden, N.Y. TIMES, 4/10).
COMING UP SHORT? BRANDWEEK's Terry Lefton reports that
Nike "was hoping" to sign a "star shortstop on both coasts"
for the Jordan Brand, but Mariners SS Alex Rodriguez "turned
down" a deal. Meanwhile, Nike made an endorsement offer to
Sammy Sosa, but Sosa wore Fila shoes and batting gloves
throughout spring training. Sosa is currently wearing Fila
products "gratis," and Fila Senior VP/Sports Marketing Howe
Burch said, "We'll get a deal done" (BRANDWEEK, 4/12 issue).
