SBD/Issue 204/Sponsorships, Advertising & Marketing

Nike Signs U.S. Sprinter Walter Dix To Record-Breaking Contract

Dix Inks Multi-Million Dollar
Endorsement Deal With Nike
U.S. Olympic sprinter Walter Dix, who won the 200-meter race at the U.S. Olympic Track & Field Trials, has signed an endorsement deal with Nike. Terms of the deal were not released (Icon Management). Dix' agent, Icon Management's Kimberly Holland, indicated that Dix and Nike agreed to a "'record-breaking' multimillion-dollar contract" through December 2012, which makes Dix the "highest-paid endorsed track athlete to come out of college." In Ft. Lauderdale, Sharon Robb reports Dix must make 10 appearances each year for Nike, either "at meets or other endorsement-related functions." Dix: "This definitely shows where I am at in my career. You have to be a pretty elite athlete to be in the same (Nike) family as Michael Jordan, LeBron James and Tiger Woods." Robb notes prior to graduating from Florida State Univ. this year, Dix was "offered what was believed to be $6[M] over six years." But Holland said that deal is "is worth 'much more.'" Dix "saw his stock rise" when he won the 200 meters at the trials and finished second in the 100 meters (South Florida SUN-SENTINEL, 7/14).

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