Constellation, NHL Sign Groundbreaking Pact Rafael Nadal Inks Tommy Hilfiger Endorsement Hornets, Waste Management Ink Partnership Alshon Jeffery Signs With BodyArmor Marketplace Roundup Sprint Dropping NASCAR Title Sponsorship After '16 Univ. Of Miami Could End Nike Deal New Nike Campaign Features LeBron's "Heroes" Comic Book Makes Superhero Merch With QBs Patrick Brought On As Face Of Chicago Area Hospital
SBD/July 15, 2014/Marketing and Sponsorship
Nike, Jordan Brand Pulling Out All The Stops To Market Derek Jeter's Final Season
Published July 15, 2014
A TIP OF THE CAP TO YOU: In Portland, Allan Brettman wrote the new Jeter ad that broke online yesterday is "unmistakably a Jordan Brand video," but the marketing impact "for the Nike subsidiary is completely subdued compared to the emotional whump of the content ... at least for the sports obsessed." Wieden + Kennedy, Portland, created the ad, and Creative Dirs Gary Van Dzura & Jimmy Lasser through a spokesperson said of the concept, "We started with the thinking that everyone respects Jeter as a player, and as a gentleman. ... Then we noticed he has a tick when he steps into the batters box where he appears to sort of tip his helmet. We started thinking it would be a beautiful tribute if everyone tipped back" (OREGONLIVE.com, 7/14). ABC's Lara Spencer notes there are "so many stars in the world of sports" appearing in the spot and "everybody wanting to give No. 2 the respect that he so deserves." ABC's Michael Strahan said the spot made him "teary." Strahan: "I was like, 'Where was my ad when I was retiring, Nike?' I only had 15 years with you. But it's okay" ("GMA," ABC, 7/15). CNBC's Andrew Ross Sorkin said it was an "awesome" spot ("Squawk Box," CNBC, 7/15). But SNY's Chris Carlin said the ad was "sickening." Carlin: "Do I need to see Billy Crystal tipping his hat? We get it, Jeter's retiring. And by the way, for somebody that never wanted the attention and won't call it a farewell tour, he certainly is soaking in every last freaking minute of it, isn't he?" ("Loud Mouths, SNY, 7/14). Meanwhile, the ad continues to draw praise on Twitter, with ESPN Radio's Ryan Ruocco writing, "I keep watching the Jeter RE2PECT ad. Jordan Brand nailed that." FS1's Mike Hill: "That new Derek Jeter Air Jordan commercial is EVERYTHING!!!" USA Today's Steve DiMeglio: "Heck of a commercial with Jeter."