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Spike In Popularity: New Balance Makes Lindor Face Of Its Baseball Marketing Efforts

Indians SS Francisco Lindor has signed a multiyear deal with New Balance that will make him the "new face of its baseball cleat business," according to Darren Rovell of ESPN.com. Terms of the deal were not disclosed. Lindor said that New Balance's "vote of confidence in him is 'an honor' and the decision to go with the company was confirmed by meeting with the entire team of designers and executives." He joins a roster of players wearing New Balance cleats that includes Red Sox 2B Dustin Pedroia, Astros 2B Jose Altuve, Mariners 2B Robinson Cano and Mets LF Yoenis Cespedes. New Balance VP/Marketing Ray Hilvert indicated that there is "intense competition" in the cleat space for young stars. Rovell noted Angels CF Mike Trout already has "had three Nike signature cleats," while Nationals RF Bryce Harper is getting his "first signature cleat from Under Armour this year." Meanwhile, Adidas signed Cubs 3B Kris Bryant and Astros SS Carlos Correa to long-term deals (ESPN.com, 2/24).

APPROACHING THE STRATOSPHERE: In Cleveland, Zack Meisel reports Lindor has "rapidly secured some star power" despite less than two full seasons in MLB, and companies will "line up to ink him to endorsement deals." The Indians last week emailed Lindor an outline of appearances he had to make, which included a "two-hour Pepsi photo shoot" alongside Cubs SS Addison Russell and a two-day photo shoot for New Balance. Other obligations included a "commercial shoot" for MLB Network, a "cover photo shoot" for SI For Kids and a live on-air appearance and subsequent "Sports Science" taping for ESPN (Cleveland PLAIN DEALER, 2/24).

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