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Marketing and Sponsorship

Berian The Unlikely Center Of Debate Between Track & Field Athletes, Sponsors Over Contracts

Little-known U.S. runner Boris Berian "has become a celebrity" since Nike's lawsuit against him, and now is an "unlikely pawn in a tense debate within the running world about clauses in some contracts that seek to reduce athletes' pay if they fail to meet certain standards," according to Sara Germano of the WALL STREET JOURNAL. Nike's contract contained "so-called reduction clauses that gave the company the option to lower base pay" if Berian did not "compete in enough races, meet performance targets or stay high in the world rankings." New Balance said that Berian's new contract with the brand, signed July 1, "doesn't include such reductions." Berian said that the dropped lawsuit "leaves some questions within professional track unanswered." Other athletes, coaches, agents and sportswear execs said that the endorsement process is "often shrouded in secrecy, leaving athletes scratching their heads as to who receives reduction clauses, why and when." Ironically, Berian will have to "don a Nike uniform" for the Rio Games. Berian said, "I'm OK with that. I'm not representing Nike, I'm representing the USA" (WSJ.com, 7/4). Berian called the "legal troubles leading up to the biggest races of his life 'annoying' but otherwise stayed focused on training and let his agent and lawyers handle the case." Berian said that he was able to "separate himself from the quagmire better than he thought he would." Berian: "I let my racing speak" (DENVER POST, 7/5).

IT'S COMPLICATED
: In N.Y., Jere Longman wrote Nike's place in track and field "is complicated." It is the "dominant apparel company and will spend" about $20M a year to sponsor USATF through '40. Nike also sponsors the U.S. Olympic track team. But the company is viewed as "domineering by a number of athletes, who are not unionized and who complain that Nike limits their commercial opportunities with other sponsors." Berian, who will be allowed to wear New Balance spikes in Rio, "feels torn about Nike." Berian: "They can be aggressive and mean, but as a whole, in general, they do good for the sport" (N.Y. TIMES, 7/5). SI.com's Tim Layden noted the very nature of shoe company contracts "remains one-sided, tilted to move product for the company while pay the athlete as little as possible." U.S. shot putter Adam Nelson said, "It's the entire business model that needs to change" (SI.com, 7/5).

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