SBD/May 23, 2011/Marketing and Sponsorship

Nike Hopes Maya Moore Endorsement Leads To Increase In Women's Sales

Moore became the first woman to endorse Jordan Brand after inking multiyear deal
Soccer star Mia Hamm “lured American girls to soccer in droves,” and Nike's Jordan Brand is about to find out if new endorser Maya Moore “might have the same marketing impact in basketball,” according to Allan Brettman of the Portland OREGONIAN. Moore last week signed a multiyear deal with Jordan Brand, and she “might be just what Nike, Inc., needs for continued growth in the U.S. market.” Moore's credentials “are top notch, having become the first four-time first team All-American in the history" of college basketball and leading UConn to two national titles. Univ. of Portland marketing professor Diane Martin said, "Women have been largely underserved in a variety of consumer products." Moore on Friday said, "I'm excited about seeing more females wear Jordan products because they're excited to see me wearing them." Brettman noted “few WNBA players have individual sneaker endorsement deals.” adidas Head of Global Sports Marketing Chris Grancio indicated that the lack of deals is “a plus for Adidas, whose WNBA apparel contract calls for all players without shoe deals to wear Adidas.” Grancio said sales to women basketball players have "always been a very important part of our business." Moore said that it is “too early to say whether the Jordan Brand would be designing a Maya Moore shoe, though she acknowledged the possible appeal for women basketball players in high school and college” (OREGONLIVE.com, 5/21).
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Marketing and Sponsorship, Nike, WNBA

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