SBD/May 19, 2011/Marketing and Sponsorship

Durant's Ever-Present Backpack This Postseason Is Part Of Nike's KD III Line

Durant has worn his backpack during postseason press conferences
Thunder F Kevin Durant has been wearing a backpack during postgame news conferences throughout the postseason, and the bag "will eventually hit shelves as part of [his] KD III line" from Nike, according to a front-page piece by Jenni Carlson of the DAILY OKLAHOMAN. It is unknown when the backpack "with an embroidered KD logo will debut or how much it will cost once it hits stores." A similar backpack in Lakers G Kobe Bryant's product line sells for $90. Durant is "doing one heck of an advanced advertising campaign for the KD backpack," as he "leaves it on the entire time" during his press conferences. Footage of Durant and the backpack has been "used by national networks and local stations," resulting in some "serious product exposure." The question of what is inside the backpack has "become so popular that TNT had a tongue-in-cheek segment about it earlier in the playoffs" (DAILY OKLAHOMAN, 5/19). ESPN's Tony Kornheiser on Monday said, "It's no longer innocent and cute that Durant is bringing his backpack to every single postgame press conference. It seems clear to me the only reason you do that time, time and time again is because you're getting paid for it. He's got to have an endorsement deal" ("PTI," ESPN, 5/16).
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